TFA Builds Planning Group

Karen Myers is giving up her own venture to run the new planning department at TFA/Leo Burnett Technology Group here.
As regional director of planning, Myers will report to Michele Edelman, vice president and strategic director in the agency’s Chicago headquarters.
TFA, which specializes in high-technology and business-to-business accounts, began to evaluate its planning capabilities last year following its acquisition by Leo Burnett, according to TFA chief executive Sean Bisceglia.
Plans are under way to build planning departments in TFA/Leo Burnett offices in Chicago, San Francisco and Austin, Texas.
“I think we have great creative. Planning is going to have a heavy part in how we grow as an agency,” Bisceglia said.
Technology companies, particularly dot coms, move so fast that they don’t have time to think strategically about creating a brand, Myers said. “They are looking for more market-tested, customer-focused solutions.”
Myers previously ran her own consulting company, H.M.S. Marketing, Chelmsford, Mass., where her clients included ad agencies such as TFA.
Already, TFA’s planning department has four staffers. Working with Myers is account planning coordinator Beth Desimone, formerly the sole account planner at TFA; senior planner Eileen Forman, who joined the shop from Arnold Communications in Boston; and associate planner Dan Cecenia, who had been with quantitative research company Millward Brown.