NEWS: Dorlands raids O&M for direct chiefs

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.

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

companies.



The appointments mark the first stage of plans by Graham Hinton, the

Dorlands chairman, to pull in more below-the-line work from current

agency clients.



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.



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