Fowler Signs With Universal McCann

Leagas Dela ney media director Alison Fowler has been named to the top media post at Universal McCann here.

As svp/managing director, Fow ler will oversee media planning for the $350 million-plus Micro soft account, as well as for $25 million client Advanced Micro Devices and several smaller accounts. She will also help to pursue new business.

Buying for Microsoft is handled by the Interpublic Group media network’s New York office. Sister shop McCann-Erickson in San Francisco handles creative.

Fowler, 38, replaces Brett Stewart, who has been promoted to the new position of director of strategic print planning at Universal McCann in New York. Fow ler will report to Rob Kabus, director of strategic planning for McCann-Erickson San Francisco.

“She strives to get face to face with consumers, and when you start with the consumer, you are generally smart about making a good media plan,” Kabus said of Fowler.

At Leagas, Fowler worked on accounts such as Adidas, Virgin Mobile and Mavi Jeans. She said she was lured to the new job by the chance to work with large technol ogy clients.

“More than ever, media is so important to how creative plays out,” Fowler said. “Our job is to find the real-world impact of advertising on a consumer.”

Universal McCann chairman and CEO Robin Kent said both personnel moves are part of a plan to upgrade communications services for clients.

“What I’ve been trying to do for the past year is bring to bear the lessons I learned in Europe … that media plays a huge role in the strategic process,” he said. “When you pay attention to it, it pays off in the quality of the work and the business you win.”