Everett Becomes Doner GM

Tony Ever-ett, president of Doner Direct in Baltimore, will now also oversee the entire advertising operation of W.B. Doner & Co.’s Baltimore office as general manager.
The long-anticipated shift is one of several executive realignments as Herb Fried, chairman of the board of Doner & Co., becomes a consultant to the agency, and chief executive officer Alan Kalter assumes his place as chairman.
Kalter stressed that the Southfield, Mich.-based agency has no intention of making the Baltimore shop strictly a direct marketing office as rumored in the local advertising community. In addition, Everett will solicit new general advertising accounts as well as maintain current pieces of business at the Baltimore agency.
“It’s totally and completely untrue that this is becoming a direct office,” Kalter said. “At this point, Tony [Everett] is trying to get his arms around the general advertising. I see no reason for these accounts to move [to Southfield] and we’ve had no discussions about them moving.”
Kalter went on to point out that “the history of this agency is that we take individuals who exceed and put them in leadership positions that are not exclusive to their area of expertise.”
John Tracosas, who currently serves as executive vice president and director of client services as well as co-manager of Doner’s Baltimore office, will relocate to the Southfield office as executive vice president of strategic planning.
“We’re delighted at the growth of our direct response,” said Everett. “We’re going to do exactly what we’ve been doing: brand-response advertising, a combination of general and direct response, both of which we have in this office.”
Everett indicated that clients like Sylvan Learning Center, which is headquartered in Baltimore, and Boston-based Scutter, Stevens & Clark are good examples of clients that take advantage of both the advertising and direct marketing disciplines at Doner.