O&M Detroit Strengthens Interactive




DETROIT-Ogilvy & Mather’s Detroit office is ramping up its interactive marketing department and has hired a new creative director to help lead the effort.
Randy Latocki joins the Dearborn, Mich., agency as partner and creative director of the e-Business Solutions unit. He joins Nick Stoyanoff, director of the group, which provides online strategic counseling, site design, production and maintenance, media research, planning and buying and interactive database marketing services.
Most recently, Latocki was a senior vice president and associate creative director at Young & Rubicam/Wunderman Cato Johnson, Detroit, where he had been for nine years. Y&R is the national agency for Ford Motor Co.’s Lincoln-Mercury and Visteon divisions.
At Y&R, Latocki helped launch Ford’s Lincoln LS and Visteon Internet and intranet sites, and helped lead the agency’s foray into integrating marketing with interactive media.
His first project at O&M, which handles Ford’s corporate and Jaguar advertising, is a major overhaul of Ford’s Web site (www.ford.com) to help strengthen its customer relations. Latocki will also finalize a new business-to-business Web portal for the company.
Under Latocki and Stoyanoff, O&M Detroit will be focusing more on the Web than ever before, Stoyanoff said. Besides building e-business applications for clients like Ford, IBM, Ameritrade and Kodak, O&M is one of the leading buyers of online media, with more than $100 million in billings.
The e-Business Solutions unit, which currently has about a dozen employees, will double in size in the next six weeks, Stoyanoff said. The Detroit office has been earmarked as O&M’s prototype for interactive and e-commerce activity, he said.
Plans call for the addition of several staff members to the e-Business Solutions group-including creatives, mutimedia designers and strategists-in anticipation of rapid growth in the coming year. ƒ