Inside Fallon's CEO Search

It reads more like a light-hearted personal ad than a high-level search document sent to potential candidates to replace one of the longest-running CEOs in the agency business, Pat Fallon. The brief, which has been floating around town and was eventually handed over to me by an amused source, is fairly interesting on several levels. The first thing that struck me is that it's rife with warm and fuzzy phrases such as: "The person we are looking for must be an optimist (funny is good too) possessing great leadership qualities and high-voltage charisma." I hear about such desired qualities all the time, but usually from my single girlfriends. I mean, are we looking for a CEO here or a boyfriend? And there's more: This person "has clearly demonstrated an inherent belief system that maximizes opportunities and considers the impossible possible."This individual "will have an extremely low tolerance level for politics and dishonesty of any kind. They will be in their early to mid-40s with their best work clearly in front of them. They love the business and they love the kind of interesting, bright people it attracts." Aw, isn't that sweet? Maybe it's a Midwestern thing. After all, candidates must be willing to live in Minneapolis to "lead, inspire and grow the headquarters office—and eventually the entire network. President, Fallon Minneapolis, is the working title." The document was issued by Marcus St. Jean, which the brief explains "has been asked to assist Pat Fallon in the recruitment of his eventual successor." Calls to the recruiting firm and to Fallon himself were not returned, but an agency representative called to verify the document and to stress that the search is a long-term one and that Pat isn't going anywhere anytime soon. By all accounts, the 60-year-old CEO is more engaged of late and keen on being entirely hands-on in any and all efforts to turn around the underperforming shop, once one of the hottest agencies in the country. Besides, 2006 marks Fallon's 25th anniversary. And, I'm told, he has a business book coming out this summer from Harvard Business School Press, so he should be quite busy basking in the spotlight. Probably not the year to name a successor. The reactions from those agency executives who reviewed the brief were pretty varied. One described it as "beautifully written." Another said it seemed like something his pre-teen son would post on MySpace. Said another: "Perhaps they assume the business qualifications will be there and are focusing on the type of person, their character." And yet another: "Usually, these things have a bit more teeth." Still, we do get a look into what Pat is looking for, and a top priority appears to be maintaining the Fallon DNA. "The person must have courage, vision, high creative standards, great character and respect for the existing Fallon culture," it reads. Fallon, an agency known to "fire" or "resign" clients (usually by beating clients to the punch by issuing releases moments before they do), offers some insight into its client-handling approach. "He or she must be client-friendly by nature but willing to use a 'tough-love' approach in the appropriate circumstances. And this person must be capable of making the tough decisions, yet collaborative and inclusive enough to make all important voices heard." Well, hell, kumbaya.This all sounded a bit odd from the agency that has to be one of the first to actually say it had fired a senior exec. Skipping right over such well-worn and ubiquitous euphemisms as "left to pursue other interests" and "mutual parting," it went straight to saying it "needed to make a change," and Paul Silburn was gone. Warm and fuzzy, like this brief, it was not. It's nice to see they have range.

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Inside Fallon's CEO Search

Alison Fahey

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Alison Fahey