Fox Assumes Presidency of Trone

ATLANTA Trone Advertising has named Mike Fox president, the agency said.

Fox joined the High Point, N.C., shop in 2001 as executive vice president and director of account management.

Although Fox replaces Natalie Perkins, who left the agency in March 2002, chairman and CEO Lee Trone said operations would not change much.

“I’ve been handing responsibility over to him for 18 months and he’s accepted it,” Trone said.

More of Fox’s responsibilities will shift from overseeing client services to steering the agency’s new business efforts.

“I was responsible for constructing the pitch, now I will identify the overall effort for the agency,” Fox said. Those tasks include identifying prospects, marshalling resources among the shop’s departments and leading pitches.

Under Fox’s leadership, the agency recently added two accounts: Jefferson Pilot Financial Services and Tekelec, a telecom equipment manufacturer. Combined billings are estimated at $8 million.

The shop had previously worked with Jefferson Pilot in Greensboro, N.C. Fox said the agency maintained a relationship with the client, handling trade advertising assignments throughout 2003. As lead agency, Trone will plan and buy media and develop a new ad campaign.

For Tekelec, which recently merged with Sentera, the agency will handle advertising and public relations.