Doner Bulking Up on West Coast




Fried Hired in L.A. to Score New Business
DETROIT–Doner is expanding its commitment to the West Coast, hiring former employee Billy Fried as group managing director for its Newport Beach, Calif., office.
Until now, the Southfield, Mich.-based agency’s operations in the West have existed almost solely to service the Mazda North American Operations account. Fried’s chief task will be to develop new business and serve clients other than Mazda.
Alan Kalter, Doner chairman and CEO, called the appointment an “inevitable step in building Doner’s West Coast presence.”
A primary goal is to tap the region’s rich dot.com landscape, Kalter said. From Detroit, Doner has picked up duties for AutoTrader.com, coolsavings.com and IntelliFutures, accounts totaling $75 million in billings, Kalter said. “We want someone [in L.A.] who really knows the agency inside and out to represent us day-to-day,” he said.
Fried, 42, worked for Doner from 1988-92, handling new business in Baltimore. He left to start a publishing venture and launched Your Home, a magazine for home buyers. Most recently he was director of marketing for Los Angeles, a regional monthly.
Fried will work closely with Kalter, Doner Automotive president Tim Blett, who heads the Newport Beach office, and Bryan Yolles, chief marketing officer.