New Chiefs at Protocol, Colle + McVoy

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Charles R. Dall'Acqua took over as president/CEO of Protocol Marketing Group, Deerfield, IL, and John Jarvis was promoted to president of MDC Partners' Colle + McVoy, Minneapolis, in changes at two marketing services firms.


Dall'Acqua, a direct marketing veteran, moved from DM firm Harte-Hanks Inc. He oversaw 18 business units as senior vice president and corporate officer, capping a 23-year career with the company, based in Glen Burnie, MD.


His mandate at Protocol is to grow the firm nationally and regionally. Protocol offers services from agency offerings and direct mail to replication, fulfillment and contact centers.


"We want to provide our clients with a more integrated set of direct marketing solutions and to be able to cross-sell existing services that they haven't been using from Protocol," Dall'Acqua said. "When you do that, you become much more valuable to your clients and less commoditized.


"One of the critical areas is our agency solution offerings," he said. "Go out to clients and look at their marketing needs, and not just be able to provide a product, but also a solution."


Protocol's 4,200 employees in 19 locations serve clients like Guthy-Renker, Aspect Communications and 3Com. Revenue in 2002 was $225 million.


Meanwhile, Jarvis' task at Colle + McVoy is to build a more creative agency. While president, he will retain his chief creative officer title. Fellow executive Phil Johnson will keep his chief operating officer's position, adding more account service responsibilities.


"What we're trying to do is help create an agency culture that will attract and retain smart talent," said Chuck Porter, chief strategist at MDC and chairman of Crispin Porter + Bogusky, Miami. "I happen to believe creative directors make great presidents."


Jarvis succeeds Chuck Kushell, who was CEO for two years at Colle + McVoy and now looks to consult. The CEO title stands scrapped.


Based in Toronto, MDC owns Colle + McVoy and holds stakes in Crispin Porter + Bogusky, Kirshenbaum bond + partners, New York, and Cliff Freeman and Partners. The company acquires holdings in midsized agencies known for their creative output.


Jarvis is Colle + McVoy's first creative chief to become agency president. He is charged with taking a second look at all of the agency's resources.


"We certainly have more ability in the consumer side of the business than we've been able to exploit," Jarvis said. "I see us making more inroads in the consumer side. Public relations is going to be huge. We'll continue to be strong in direct. Our graphic design will continue to look for more opportunities."


Colle + McVoy clients include the Minnesota Office of Tourism, Nestle Purina, 3M, Novartis, North American Olive Oil Association, Bayer, Honda Motor, Scripps Health, Winnebago Industries, Irish Setter, Redwing Shoes, Vasque, IDEXX, Ecowater and Medtronic.


Jarvis said the agency, which last year billed $210 million, looks to expand.


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