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For the last 15 years, Warren Siddall has worked on the client side as director of advertising and media services at pharmaceutical giant GlaxoSmithKline. Now, he switches sides to join R.J. Palmer Media Services, but it's far from unfamiliar territory.

"I came from an environment where media was not in isolation," said Siddall, 53, who became vp of business strategy at the New York-based independent media shop last week. "It was part of the marketing process. And they get that over at Palmer."

Siddall will initially focus on R.J. Palmer's largest clients, The Scotts Co. (a $50 million account, according to Nielsen Monitor-Plus) and Arm & Hammer parent Church & Dwight ($75 million), said R.J. Palmer president Peter Knobloch, to whom New York-based Siddall reports.

"We're positioning Warren as a guy who has sat on the client's side of the desk, and they can tell him what's going on in their business, and he'll be able to provide a media solution that has not been tapped into," Knobloch said.

Siddall, a New York native, began his career in media research in 1975 at Young & Rubicam in New York, spending five years there. He then worked at defunct conglomerate Norton Simon Communications in New York before joining Pittsburgh-based Glaxo.

Siddall said he was offered the presidency of the Syndicated Network Television Association, a post vacated by Gene DeWitt in August, but preferred to go with R.J. Palmer, which won a total of about $40 million in new business in the past six months from clients that include American Legacy Foundation, Ben & Jerry's and Sherwin-Williams. "I'm anxious to help them to build on that momentum," Siddall said.

R.J. Palmer has about 100 employees and claims billings of more than $600 million.