Fidelity Hires L/M Exec To Run Media

Kathleen Hall, a former partner at the now-shuttered Leonard/Monahan, has joined Fidelity Investments as senior vice president of corporate media services.
Hall reports to senior vice president Richard Sardelli, who oversees Fidelity’s in-house ad agency. Hall’s experience as a manager and media director “should help us deliver the right marketing services to all of our business units,” Sardelli said.
In the newly created position, Hall will run both the in-house media department and serve as the liaison on media issues with Fidelity’s roster shops, said Sardelli.
The Fidelity Advertising Agency employs roughly 200 staffers, 10 of which are dedicated to placing more than $100 million of advertising each year. The agency’s media operation could change under Hall, who believes that buying and planning should not be handled separately, sources said.
Hill, Holliday, Connors, Cosmopulos in Boston serves as lead agency for corporate advertising. Holland Mark Martin Edmund and Ingalls Advertising, both in Boston, handle Fidelity’s various business units. Sardelli last week voiced his support for all the company’s roster shops. Even so, agency executives are keeping a close eye on developments stemming from several recent hirings.
Hall becomes the newest member to join Fidelity’s marketing team, which has become more centralized since the arrival last month of Steve Cone as president of customer marketing and development.
Hall’s resignation as partner and chief operating officer from Leonard/Monahan was among a series of setbacks that two weeks ago led agency chairman Bruce Leonard to shut down the 20-year-old shop. Reached last week at Fidelity, Hall said only that she was surprised by how quickly Leonard had moved to close down the shop.
Hall joined Leonard/Monahan 11 years ago as director of media services. In 1994, she was named the agency’s chief operating officer. Prior to Leonard/Monahan, Hall had held senior media posts at Young & Rubicam in New York and Della Femina McNamee WCRS in Boston.
Hall was one of two partners to resign from Leanard/Monahan, apparently frustrated over the Providence, R.I., agency’s lack of growth or Leonard’s resistance to grant her more control of the agency after years of promises [Adweek, Feb. 2]. w