Mauer Back in U.S. With Relay

A week before arriving at Relay Sports and Event Marketing, Tim Mauer celebrated his 40th birthday at the new restaurant Al Cambio in Bologna, Italy, the city he has called home for the past two years.

“I loved Europe, learning about the different cultures, the different styles of marketing,” he said. “It gave me greater insights and ways of looking at things.”

Mauer, formerly president and CEO of J.C. Dolan & Associates division Compass International, starts today as evp and managing director of Relay, a unit of Publicis’ Starcom MediaVest Group. He will oversee the Chicago headquarters and assist Relay CEO Wally Heyward, to whom he reports, with international expansion. (Relay expects to open outposts in Miami and Toronto this year.)

Mauer said his goal is to differentiate Relay from shops that do not follow through on their integrated marketing promises. “Everbody says they do event marketing,” Mauer said. “People preach a lot, but they’re not very good at making it happen.”

The job brings the Kohler, Wis., native back to the Midwest 17 years after he started his career in St. Louis. Mauer majored in medical technology at St. Louis University, but working in local hospitals to put himself through school left him looking to a different career.

A job with a local sports-promotion outfit led to McCann-Erickson’s Event Marketing, and Mauer eventually, through acquisitions and mergers, wound up with Interpublic Group’s Momentum in St. Louis. There, he worked with John Dolan, who went on to form J.C. Dolan.

Dolan, looking for someone to run programs in Europe, turned to Mauer in 2000, and he moved to Bologna, where he oversaw promotions for clients such as Nike, Coca-Cola and Foot Locker. J.C. Dolan was acquired by Relay last April, with John Dolan becoming COO. —TREVOR JENSEN