PentaMark Takes Shape




BBDO Worldwide Assembles Management Team

DETROIT–BBDO Worldwide is putting into place a team of executives to lead its new PentaMark subsidiary, set up to oversee BBDO Detroit, Ross Roy Communications and PentaCom, all of which service Chrysler Corp. almost exclusively.
BBDO Detroit, with offices in Southfield, Mich., handles Dodge car and truck advertising and all Dodge dealer association work; its lone non-Chrysler account is Standard Federal. Ross Roy in Bloomfield Hills, Mich., handles a variety of integrated services for all Chrysler brands and their dealers, including direct marketing, merchandising and interactive work. PentaCom in Troy, Mich., handles all of Chrysler’s national media planning and buying, worth more than $500 million.
BBDO Worldwide announced its intention to create PentaMark last July. As structured, it functions as a separate senior management group that will focus solely on coordinating and managing the combined assets of the three groups to help Chrysler meet its respective brand-building goals, said Tom Clark, vice chairman of BBDO Worldwide and PentaMark’s president and chief executive officer.
PentaMark’s offices will be set up on the first floor of Ross Roy’s office building in Bloomfield Hills.
“The notion of integration of all of these elements is all related to customer relationship management,” Clark said. “Customer relationship management, together with the sensible notion of function integration, drives you to this kind of structure. I think eventually other agencies who have separate assets will do this kind of thing. Efficiencies and productivity are natural outgrowths, but the dynamics of what’s happening in the marketplace is what’s driving it.”
John Hammond and David Jones have been named executive vice presidents and managing directors of PentaMark. Both were executive vice presidents at BBDO Detroit, with Hammond heading national Dodge efforts and Jones focusing on advertising for Dodge dealer associations.
Four senior vice presidents/portfolio managers will support Hammond and Jones. Michele White will lead Dodge car efforts; Dave Rodriguez will head up Dodge truck; Don Scheich will handle Mopar and the Five Star program; and Harold Kobakof will lead dealer association efforts. White and Rodriguez were previously BBDO Detroit’s account management supervisors on Dodge cars and Dodge trucks, respectively. Scheich was previously a management supervisor at Ross Roy. Kobakof was management supervisor on Dodge dealer association work at BBDO.