Forza Cuts AEs’ Client Liaison Roles

DALLAS Forza Marketing Group has eliminated its account executive positions under a new structure that gives the client direct access to the shop’s leadership.

Former principal Tim Martin and former senior strategist Ed Bashaw now serve as strategic planners on separate accounts of the agency. Each works with a business manager who services the day-to-day needs of his respective clients.

Martin said the sluggish economy—which has contributed to a dip in revenue over the year—influenced the restructuring at the Little Rock, Ark., shop. “What we’re looking for is to bring more value to our clients,” said Martin, who also now serves as president. “I think in general a lot of clients suffer from the fact they don’t get enough senior people on their account, and the account service person more or less becomes an order taker and doesn’t drive value.”

Martin and Bashaw formerly led a strategic team, but Martin said the structure “didn’t work as we had hoped.” He said, “We relied on the AE to bring back the client’s wants and needs and we had a breakdown there. Now we put the strategy team into the client’s office.”

Two of the three former account executives at the 15-year-old shop moved into the business manager positions; one left the agency.

The 20-person agency lists Arkansas Blue Cross and Blue Shield and charitable organization Heifer International among its largest clients.