Bates Dorland has raided the Ogilvy and Mather group for two of its top
direct marketers to form the new management team of its through-the-line
satellite agency, Bates Communications.
Marcus Evans and Martin Troughton join from O&M Direct at a time when
Dorlands is seeking to ensure greater co-ordination between its group
The appointments mark the first stage of plans by Graham Hinton, the
Dorlands chairman, to pull in more below-the-line work from current
Evans will become joint chairman of Bates Communications alongside Mike
Fredman, its current boss, who is due to retire next year. Troughton,
who becomes managing director, will replace David Thornton, who left
three months ago.
Safeway, the Halifax building society and Compaq, the computer
manufacturer, are among Dorlands’ clients currently working through the
line with the group.
Hinton believes more assignments could be attracted if the group
satellite companies worked more closely together.
‘We have some very good units which, until now, have been left to their
own devices,’ Hinton said. ‘They are called to work together on existing
clients but it tends to be opportunistic rather than planned.’
The appointment of the O&M duo, who are expected to join within the next
few weeks, is the culmination of a three-month search by Dorlands.
Evans is currently the managing director of Ogilvy Loyalty Centre, which
he set up in 1994, and now has a 17-strong client base. Troughton is
group business director of O&M Direct, where his responsibilities
include Bupa, SmithKline Beecham, Times Newspapers and Eagle Star.
Hinton plans to bring better co-ordination to Dorlands’ integrated
offering via a team comprising senior managers from the group companies.