Foote, Cone & Belding Direct has named a former management consultant as the new managing director for what has become the fastest-growing unit of the global agency network.
David Howe, who spent the last 12 years as a consultant and later a partner at Booz Allen Hamilton, reports to Tina Cohoe, president of FCB Direct New York and the division's chief creative officer, worldwide. Howe replaces John Penberthy, who was elevated a year ago to president, international of FCB Direct.
Howe's immediate task will be to help the company's initiative to expand FCB Direct globally. "Creatively we're very confident," said Cohoe. "[He is here] to help us build up the strategic way we go to market."
Howe will work with a range of clients including Chase Manhattan Bank, the U.S. Postal Service, MetLife, AT&T and Kraft.
Howe specialized in both marketing and information technology at Booz Allen. "Consulting firms operate higher up in a company It's looking at their overall business plan, not just their marketing plan," said Cohoe of the choice to bring in a non-agency executive.
The New York office of FCB Direct currently employs 250 people. Cohoe said Howe's presence will also provide needed management benchweight for the growing division.
Howe is the second new hire at the agency in recent weeks. FCB named Steve Humphrey to lead the direct division globally as its chief executive after wooing him for nearly a year. Humphrey, former president of Bronner Slosberg Humphrey in Boston, consulted at FCB during that time [Adweek, Dec. 21].