Hershfield Moves to Grey L.A. To Spark New Biz Efforts



LOS ANGELES – Sam Hershfield has joined Grey Advertising here as senior vp/director of development and planning, a post the agency hopes will help it to intensify its new business efforts.
Hershfield will report to executive vp/director of client services Larry Varnes, who had handled new business along with his other responsibilities for the past 18 months.
Hershfield, 47, has previously been director of account services at BBDO Los Angeles and account manager at Hal Riney & Partners/S.F. Most recently, he was a partner at Scott/Lancaster/Hershfield here.
Grey Advertising added about $14.5 million in billings last year, including the $4.5-million MaxiCare Health Plans of L.A. business; Sheba Super Premium cat food account, with billings estimated at $8 million; and Relocation One, a subsidiary of Coldwell Banker Residential Real Estate (which Grey also handles) with billings of about $2 million, according to Western division chairman/ceo Miles Turpin. Still, the agency is considered to have a low-profile in the advertising community here. Hershfield hopes to change that.
He concedes that finding advertising accounts that don’t conflict with those handled at Grey’s other offices will be a challenge, but ‘Grey in New York for all practical purposes is a packaged-goods agency,’ he said. Those kinds of accounts are not the mainstay of the L.A. advertising market.
Copyright Adweek L.P. (1993)