Strategist Rises At GSD&M

As director of strategic alliances at GSD&M, Tracy Marino says she will coordinate marketing efforts for clients, sometimes recommending agencies outside the Omnicom family.

Previously senior strategist at the Austin, Texas, agency, Marino received her new title after leading team-building for the AT&T campaign that broke this year and helping guide the successful pitch for BMW’s $160 million account in November.

Marino’s new title is the result of what staffers at the agency are informally calling “the transformation,” a way of doing business that makes GSD&M’s Idea City the center of “ideation” for all who work on a client’s business, whether they be in public relations, direct response, interactive or some other aspect of marketing.

GSD&M wants to be the catalyst for new ideas for BMW, even if another agency proves “best in class” on a special assignment, Marino said.

“It’s interesting to see how different clients view integration,” said Marino, 37, who...