GGT Direct has beefed up its senior management as it prepares to
hit the acquisition trail by promoting the managing director, Mike
Cornwell, to the newly created position of chief executive.
Penny Reid, the agency’s deputy managing director, will step into
Cornwell’s shoes as managing director, while her old position will not
As the chief executive, Cornwell will begin acquiring and looking at
ways of developing the relationship between GGT Direct and its parent,
the TBWA group, in terms of joint ventures and partnerships.
’We are looking at the acquisition of data companies and perhaps small
agencies or agency groups,’ Cornwell said. In addition, joint ventures
are being sought with other TBWA group and Omnicom operations,
especially in the data and media specialist areas.
Reid’s role will put her in charge of the day-to-day running of the
agency. Her main responsibility recently has been to bed down the
NatWest Village group of GGT Direct offices. She said: ’As the NatWest
business begins to settle in, I am able to expand my horizons. The
agency has doubled in size over the past year - I would like to do that
Cornwell added: ’Penny has a heavyweight advertising background. With my
direct marketing background, we are able to approach things from
completely different directions.’