Quattro Direct Fills Gap in Philadelphia

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Four senior direct marketing executives teamed to form a full-service agency in Berwyn, PA, called Quattro Direct LLC.

The agency (www.quattrodirect.com) launched with clients such as AT&T Wireless, Amazon, Bayer, Royal Bank of Scotland, CorCell and Zurich North American Lincoln Insurance Group. The list also includes Unilever, Leapfrog Online, Schering-Plough, V-Span, Procter & Gamble Co. and Service Brands International.

"Our goal was to pull together a team of experienced direct marketing business owners and pool talents and clients together to launch a new agency with large agency bandwidth and experience from day one and fill a huge void that was left by the demise, primarily through acquisition, of Philadelphia's largest direct marketing shops," said Scott J. Cohen, managing director of Quattro Direct.

Quattro Direct's partners have long resumes, especially related to DM in financial services, telecommunications and technology verticals.

Cohen became principal and owner of Williams & Cohen Direct in 1997. In the prior decade he was a senior executive at Devon Direct Marketing before its sale to France's Euro RSCG. He partnered with client Data Warehouse, Boca Raton, FL, in early 2003 and became vice president of business development. He then realized his passion was in the agency business.

"The goal was to launch a new business, but not a start-up," Cohen said of Quattro Direct having resulted from the merger of existing firms.

Another partner, Tom McNamara, was president of Arrowhead Direct, with clients like Royal Bank of Scotland. He also was founder of CFM Direct's Philadelphia branch and the point person on the Fleet Bank account.

Of the other two partners, Dan Boerger was owner and president of Advantage Direct, a 13-year-old DM agency. Doug Guyer maintains his role as president of IDR, a 20-year-old insert media and list company with clients such as Amazon, P&G and AT&T Wireless.

Arrowhead and Advantage Direct lose their identities while IDR continues to operate.

"I'd known my partners as business owners and colleagues in the Philadelphia direct marketing and advertising community," Cohen said.

The agency's taglines sum up its focus on ROI: "New Thinking. Real Results" and "Advertise responsibly."

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