Mark Serrianne has assumed principal ownership of Cincinnati agency Northlich Stolley LaWarre and adds the role of chief executive officer to his previous title of president.
Bill LaWarre, who cedes both the CEO title and the principal ownership stake to Serrianne, continues as chairman of the $100 million agency.
"This agency has a great history and has become even greater under Bill," Serrianne said. "Our billings have doubled just since 1992, and we've moved from being a local/regional agency to emerge as a regional/national agency. My challenge is to maintain that development."
NSL has leveraged its role as a new-product development resource for Procter & Gamble to recently gain accounts from several major national marketers, Serrianne said. Those include the Luck's food brands marketed by International Home Foods in Parsippany, N.J., and new-product launch work for H.J. Heinz's StarKist Seafood unit.
"Our expertise in new-product development and strategic thinking is gaining us an entry with some of the largest advertisers in the country," said Serrianne, who joined NSL in 1976. "That's become a very important, defining niche for us that has helped our client list extend far beyond Cincinnati. I hope to help that grow [as chief executive officer]."
The agency's new-product specialty group accounts for nearly 20 percent of its staff and may soon be branded with its own identity as a unit within the agency, Serrianne said.
The agency's other clients include Cincinnati Bell Telephone, ChoiceCare, LaRosa's, Touchstone Securities, International Paper and Western-Southern Life Insurance.