Carlson Marketing has named several new executives, and revamped its focus and organizational structure.
Andy Wright has joined Carlson Marketing as executive vice president of sales & marketing services. Wright’s responsibilities will include the Minneapolis-based firm’s Loyalty Marketing, Recognition & Rewards, Interactive and Custom Learning & Training offerings. He will report directly to Carlson Marketing president and CEO Jim Schroer.
Wright had previously been with Euro RSCG and Brann Worldwide. Before Brann merged with Euro RSCG, Wright was president of North America for Brann. After the merger, he became direct marketing practice leader for the newly created Euro RSCG 4D network, the company direct marketing, data and promotions unit.
Carlson Marketing also hired Alex Kim to serve as president and general manger of its Korea operations. Kim will be based in Seoul, South Korea and will report to Gerry Pereira, president of Carlson Marketing, Asia Pacific. Previously, Kim had been leader of strategy and business development for DaimlerChrysler Corp.
Cyril “CB” Wismar joined the firm as vice president of event marketing. Wismar will be based in Minneapolis and will report to Robbin Rouillard, senior vice president of Meetings & Events. Wismar had previously been with PGI Inc., a company he formed and served most recently as executive vice president of strategic communication and chief creative officer.
The new hires come at a time when Carlson Marketing is reconfiguring its offerings. Under its new structure, it will operate three lines of business:
Sales & Marketing Services, which will help companies optimize their sales and marketing spending, and will encompass the Loyalty Marketing, Recognition & Rewards, Interactive and Custom Learning businesses;
Meetings & Events, which will enable clients to build personal connections, strengthen relationships and build long-term loyalty through the Enterprise Travel Solutions, Incentive Group Travel, Meetings Management and Events Management operations; and
Carlson 1 to 1, which will combine the Peppers & Rogers Group, Decisions Sciences and Direct Marketing activity under a single banner. The group will be run by Scott Lockridge, although founders Don Peppers and Martha Rogers will serve as “key ambassadors for our thought leadership,” Carlson Marketing president and CEO Jim Schroer told Direct Newsline.
“There’s pretty good money in thought leadership,” Schroer said. “But the big money is in doing it.” Schroer who had previously worked for both DaimlerChrysler and Ford, recalled hiring Peppers & Rogers while at Ford.
“They did a great job at telling us we needed to do a better job,” Schroer said. Peppers & Rogers collected a fee north of $1 million for their work, but Ford ended up shifting $40 million into Jaugar – and OgilvyOne’s pockets. Under the new configuration, Carlson Marketing will be able to offer end-to-end campaign services, from advise to design to implementation to analysis.
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