RTC Relationship Mar-keting has named Dawn Panzeca group creative director.
Panzeca joins executive creative director Meghan La-Bonge, who arrived at the Washington, D.C., shop earlier this year.
Both hires represent an effort to expand the $90 million direct marketing agency's expertise beyond its pharmaceutical client base.
LaBonge most recently worked at Catalyst Direct in Rochester, N.Y.
"Their skill sets bring diversity to RTC," said chief executive officer Becky Chidester. "Not only vertical expertise, but in-depth business-to-business and business-to-consumer experience."
Earlier in their careers, both Panzeca and LaBonge worked at Frequency Marketing in Milford, Ohio, an early exponent of loyalty marketing initiatives that blossomed into today's ubiquitous airline, hotel and rental-car customer rewards programs.
Relationship marketing, according to Chi-dester, expands suchprograms into broader and deeper relationships with consumers.
"With companies forced to put dollars where they'll get the greatest return, direct marketing is very significant," said Chidester.
Panzeca arrives from Cincinnati, where she operated her own agency, Panzeca Creative. Her client roster included AT&T and Procter & Gamble.
"I've been in general advertising," said Panzeca. "Relationship marketing is more strategic. You get to put your hand around every aspect of developing a relationship between a client and its customers."