M/W Creates Integrated Unit Out of 4 Groups

Martin/Williams in Minneapolis has combined its design, collateral, interactive and sales promotions groups into one integrated services unit.
The move places most of the agency’s integrated services under one umbrella, providing greater “synergy” for its clients, said Gregg Sampson, managing director of the unit, which has yet to be named.
“It simplifies things for the clients and allows us to stay more focused on the client’s brand and needs,” Sampson said. “It allows us to do what we were doing better.”
The new entity replaces the agency’s Carrot (formerly OptionOne) promotions unit and The Edison Group direct marketing division. An increasing reliance on new technology prompted the streamlined operations, Sampson said.
“We were finding that the Web was starting to work across all these different disciplines,” Sampson said.
The new unit will be more closely aligned with M/W’s ad department than the other two were, though it will act as an independent subsidiary, Sampson said.
Joining Sampson in heading up the new creation are senior vice president and creative director Jo-Anne Ebensteiner and director of interactive technology Lance Thornswood.
Ebensteiner was formerly an executive creative director at Campbell Mithun Esty in Minneapolis, where she led integrated efforts in design, direct marketing and promotions. Thornswood was director of technology at The Stephenz Group in Silicon Valley.
“The addition of Jo-Anne and Lance will make a significant difference in what we’re able to offer clients,” Sampson said. “Combining design, collateral, interactive and promotion leadership with deeper technological expertise will clearly strengthen the overall product.”
The agency’s Fame retail management, Creo International cross-cultural marketing and Karwoski and Courage public relations units continue as independent subsidiaries.