Henderson Hires Tucker to Head Account Planning

Henderson Advertising has recruited former Leo Burnett vice president and senior account planner Lauren Tucker as vice president and director of planning, a new position.

Tucker, who was responsible for the strategic lead on the Kellogg brands at Burnett in Chicago, also taught on the advertising and communications faculty at the University of South Carolina in Columbia, where she gained tenure in 1999.

Tucker will report to Al Perkinson, senior vice president and director of account services.

Perkinson, who joined the Greenville, S.C., shop 18 months ago with creative director Andy Mendelsohn, said the addition of a planning department will help revitalize Henderson.

The 55-year-old shop flourished in the 1980s when it represented clients such as St. Pauli Girl beer, Hane’s T-shirts and Texize. Billings peaked in 1993 at $89 million, only to plunge to $47 million in 1996 when the Texize brands were sold to Dow Chemicals. Bill-ings have since increased to $65 million with the account additions of Colonial Life Insurance, Costa Del Mar sunglasses and two Georgia hospitals.

“We’ve grown income using freelance planners, but that didn’t give us the depth we needed,”said Perkinson. “Lauren represents the consumer. The two of us will help develop the insights that creative and media will use to develop the work.”

According to Tucker and Perkinson, Henderson’s shift from packaged goods to healthcare and other service industries positions the shop for a comeback.

“These reflect the true new economy,” said Tucker.

Her first chore will be to help Henderson define its own brand.

“We talk about building a drama around the brand, instead of using a mechanistic metaphor, like architecture,” she said. “But the critical issue is to be with a team where everyone is connected to the same goal, hitting on a strategy that everyone uses as a case study, where you build an effective brand with beautiful creative.”