Bronnercom Shuffles Its Deck

Kenny Names Four Key Executives to New Presidential Posts
BOSTON–In his quest to transform Bronnercom into a global agency network, chief executive David Kenny last week named presidents to lead each of the shop’s regional offices, as well as direct marketing unit BSH.
“We’re moving from being a big Boston agency to what will become a global network,” said Kenny, who projects that Bronnercom–which will finish 1999 with $180 million in revenues on $1.3 billion in billings–will grow nearly 50 percent in each of the next two years. Kenny contends that empowering managers is essential to meeting aggressive goals.
Ten-year Bronnercom veteran Harvey Kipnis, who has run the New York office since its formation 18 months ago, has been named president of BSH. Kipnis and Michael Ward, already president of Bronnercom’s Strategic Interactive Group, will jointly helm regional operations at the Boston headquarters.
Laura Lang becomes president of Bronnercom in New York, where she will also continue to lead AT&T. Jay Hussey and Alistair Ross-Russell, who had run Bronnercom operations in San Francisco and London, respectively, have been named presidents of those offices. (Ross-Russell will serve as acting president in London until that position is filled.)
Bronnercom has grown 46 percent in 1999, adding all interactive duties from AT&T and picking up Delta Airlines’ direct marketing business. The agency now employs more than 1,200 people worldwide and is considering opening offices next year in Hong Kong for the Asian marketplace and Miami for Latin America, Kenny said.
Chairman Michael Bronner, vice chairman Kathy Biro and Kenny all retain their positions atop the Bronnercom hierarchy. Ward reports to Biro, who, along with the other newly named presidents, reports to Kenny.
Lang’s ascendency after less than six months at Bronnercom–she had been president of the consulting group at Marketing Corp. of America–may be viewed as especially significant, since she runs AT&T, believed to be the shop’s largest single account, and is charged with building the 250-person New York office into a presence on the Madison Avenue scene. “I’ll be playing a strong role in new business,” she said.
In a related move, the organization has integrated its customer management, database and teleservices capabilities under the SIG banner. These services had previously been part of the BSH division, which will now concentrate on direct marketing, advertising, sponsorships, promotions and events planning.
That consolidation, Kenny said, helps to “avoid overlaps,” such as having separate client databases maintained by two units within the agency.