FCA! promotes Smith in bid to raise company’s profile

FCA! has restructured its senior management, creating the new post of managing director and promoting the managing partner, Samantha Smith, to the role.

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,

David Simpson.



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

management profile.



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

agency job.



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.’



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