BOSTON-Bronner Slosberg Humphrey has hired Michael Dresner from Marvel Entertainment in New York as senior vice president of events and sponsorship marketing, a new division.
Dresner's group will develop sports and event sponsorships and establish methods for measuring the effect of promotions on customer relations. It will also engage in follow-up work, probing why
consumers attend specific events and how sponsorships affect their perception of a client's image, said Bronner chief executive officer David Kenny.
The shop also changed the name and expanded the function of its 75-person teleservices group led by John Hoholik. He will now head up Live Channels, a division designed to "help clients manage points of contact between the company and consumers and make sure the brand message is represented in those contacts," said agency chairman Michael Bronner.
From integrating the information shared by Web sites and telemarketing personnel to direct sales force training, Live Channels will strive to ensure that Bronner Slosberg clients maintain consistency across all points of contact with consumers.
"Take a direct piece of mail . . . It has to look like the Web site . . . [All pieces of the marketing puzzle] have to look like they came from the same company," said agency chairman Michael Bronner. Clients will be better served if sales and delivery data are shared by online facilities as well as telemarketing and fulfillment personnel, he said.