Hill, Holliday Direct Lands GE Capital Projects

Agency Taps Rossi to Complement Services With Loyalty Marketing
BOSTON–GE Capital Corp. last week selected Hill, Holliday Direct here for projects involving direct and interactive marketing.
Although billings and the exact scope of the work were still being finalized last week, a client representative confirmed the Stamford, Conn., company’s “intent” to begin working with the direct marketing arm of Hill, Holliday, Connors, Cosmopulos. A contract has not been finalized, she said.
GE Capital, which issues private- label credit cards to retailers such as J.C. Penney, Home Depot and Disney, is looking for methods to better support its clients.
GE Capital comes aboard as Hill, Holliday Direct prepares to add to its services by developing a promotional capability. The appointment of Laurel Rossi to executive vice president is a first step toward building a loyalty marketing department to complement other services such as its direct, database and interactive divisions [Adweek, Jan. 18]. Rossi reports to managing director Don White.
“All these worlds are colliding,” said White, who also has assumed responsibility for MSP Group in Framingham, Mass., from co-founder Kim Mayyasi.
“Hill, Holliday has enormous potential,” said Rossi, who most recently started a Cyrk-owned, “below the line” agency called Integrated Marketing Solutions. The full-service shop in New York has handled such clients as First USA, Pepsi, Yahoo! and Swiss Army Brands.
In 1995, Rossi joined Cyrk in Glouster, Mass., where she served as director of marketing and was part of the team that took the sales promotion company public in July of that year.
Rossi was recruited to Cyrk by Gregory Shlopak, who recently stepped down as chairman. Shlopak’s resignation did not prompt Rossi’s decision to leave, she said. Instead, Rossi became interested in the Hill, Holliday position after being contacted by a headhunter, she said.
Hill, Holliday Direct’s client list includes BankBoston, British Airways and First Union. The shop is also helping to develop a direct marketing capability for Hill, Holliday/Altschiller, New York, which services clients such as Minolta, OmniPoint Communications and Dun & Bradstreet.