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Comfortable in his No. 2 role as management supervisor/partner at public relations agency Carmichael Lynch Spong, Kevin DiLorenzo was wary at first when Olson + Co. president John Olson approached him some four months ago about joining the shop.

“I thought initially they wanted to start a public relations arm,” said DiLorenzo, now svp, managing director at Olson + Co., a Minneapolis ad agency. “That didn’t interest me, because I was working for what I felt was one of the best firms in the country.”

But Olson wanted DiLorenzo, 38, to develop a complete array of integrated marketing at the $50 million independent. (The two knew each other through the small Minneapolis ad community.) In the new post, DiLorenzo reports to Olson and oversees all marketing practices except creative.

“Kevin’s role is really to head up everything that goes into creating the smartest, most passionate strategic thinking and the best return on investment for our clients,” said Olson, whose clients include Cub Foods, Allianz Life Insurance and the Detroit Pistons.

A lifelong Minnesotan, DiLorenzo said he was impressed by the agency’s growth (billings five years ago were only $5 million) and the “smart, scrappy” work, which includes a gold Effie- winning campaign for the Pistons. “This seemed like a real natural step for me in my career,” DiLorenzo said.

Before joining CLS in Minneapolis—part of Interpublic Group’s CL—as management supervisor/partner in 1998, the graduate of University of St. Thomas in St. Paul, Minn., helped develop integrated-marketing practices at Fallon.

DiLorenzo, an aficionado of scuba diving and fishing, spends his time away from the office with his two children and extended family. His brother Brian is director of North American broadcast production at Fallon.