Coastal Taps Hershey for Consumer Division

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Direct marketing veteran Ed Hershey has been tapped to run The Coastal Group's new retail division targeting consumer clients.


An expert in consumer marketing and catalog communications, Hershey previously ran the Hershey Group at AGA. He brings that expertise to Coastal, a New York agency and catalog production firm with clients like Two's Company, CBK, Junior's, Roseland Properties and the Washington Redskins.


"What Ed is bringing to the table is his knowledge of the consumer/retail industry," said David Weiss, Coastal president and cofounder.


Hershey takes a minority interest in Coastal. In return he becomes president of Coastal's consumer/retail division. He will offer direct marketing and branding services to Coastal clients and pitch for new business. No accounts have yet signed up.


It was 23 years ago that Hershey founded Hershey Communications. Till he sold to AGA, New York, his agency had accounts like Bloomingdale's, Dillard's, Nordstrom, Mercedes-Benz, FAO Schwarz, Dean and Deluca, Gymboree, Esprit, J.C. Penney, Chadwick's of Boston, the Los Angeles Dodgers and the Metropolitan Museum of Art. On the consumer/retail side, Hershey did work for shopping centers like the Houston Galleria and The Westchester.


At Coastal, Hershey is targeting fashion brands, automakers, museums, department stores and apparel retailers. Hershey's focus is "anything that needs direct mail emphasis on the consumer end of the retail industry," he said.


Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and DMNews.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters

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