Toth Seeks Second in Command

Owner Looks Inward After Senior Departure
BOSTON–The departure of its chief operating officer has prompted some soul searching at Toth Brand Imaging.
Dianne des Roches joined the Concord, Mass., shop about a year ago, just before longtime client Tommy Hilfiger pulled its estimated $30 million account. With no previous agency experience, des Roches found herself on the firing line, helping identify cost efficiencies that resulted in about a dozen staffers losing their jobs.
Founder and chairman Michael Toth credited des Roches with helping stabilize the agency through a difficult period, one that ultimately resulted in the shop being less dependent on a single client.
Toth has recently brought in a bevy of consultants to help the fashion-oriented design and advertising agency prepare for expansion. They include Joe Teixeira, former Arnold Communications partner and longtime financial director, and Karen Ludington, a human resource specialist who operates a consultancy from her home in Hudson, Mass.
Previous executives hired to fill the slot second to Toth have left in frustration or because of disagreements with the shop’s sole owner. Toth said he is working with various executive recruiters to find candidates with the right experience and personality.
“I’m not going to make anymore mistakes,” Toth said.