FCA! has restructured its senior management, creating the new post
of managing director and promoting the managing partner, Samantha Smith,
to the role.
The move is the next stage in the agency’s development since bringing in
its new chairman and chief executive, Mike Croft, earlier this year.
The pair will run the company together with the joint executive creative
directors, Shaun McIlrath and Ian Harding, and the financial director,
FCA!, the reigning Campaign direct agency of the year, has enjoyed a
good creative reputation under the stewardship of McIlrath and Harding
for several years, and now Smith’s promotion is designed to raise the
Croft said: ’FCA!’s creative reputation is well established; what I want
to do is back up that creativity with heavyweight marketing expertise.
Samantha is a natural to lead that.’
Smith’s background includes experience on the client side, as marketing
director of Burger King, McDonald’s and Demon Internet. FCA!, which she
joined in 1997 with a brief to develop new business, was her first
She said: ’The market is changing dramatically. When the fortunes of big
companies like M&S can change overnight, it creates uncertainty. Most
clients are nervous and those that aren’t, should be.’
Croft added: ’With her fantastic marketing credentials, she was the
obvious choice for managing director. Her energy and enthusiasm and her
profound understanding of both the agency and client perspective have
been a great asset to the agency.’