The Marketing Store, a specialist in marketing and promotions, named veteran direct marketer Derek Moore to expand its presence in one-to-one marketing.
Moore becomes senior vice president of direct and relationship marketing at the Oakbrook Terrace, IL-based agency after closing Vero LLC, his 4-year-old integrated marketing consultancy. A new role was created for him.
“They want me to increase the revenue contribution that direct and relationship marketing play in the overall Marketing Store revenue,” Moore said. “The mandate is to drive through all of our existing customers the capability of one-to-one relationships with their customers.”
The Marketing Store reported revenue of $42.6 million last year, $35.4 million in 2003 and $34.9 million in 2002. Direct marketing's contribution was not disclosed. Agency accounts include McDonald's Corp., Verizon, Nissan, Coca-Cola, Best Buy Co., General Mills, Miller Brewing and the newly won Dyson vacuum cleaner brand. Clive Maclean is president of U.S. agency services.
Prior to the Vero stint, Moore served as managing director of FCBi, chief creative officer of CM Partners and vice president and group creative director of Leo Burnett.
Moore's new job will require him to tap the Marketing Store's existing resources, including six executives with direct and relationship marketing responsibilities.
“The goal is to definitely grow that and grow that aggressively,” he said. “I wouldn't want to put that in numbers of people, but it's really predicated on the revenue we can generate for our clients and for the agency.”
One task is to exploit interactive marketing's potential for clients, not just for direct marketing but also branding.
“An opportunity is being missed,” Moore said. “I think too many people approach interactive as if it's a quick, cheap way to talk to customers. I believe that the brand has to be applied consistently to every touch point.
“There's some very interesting things going on in the viral marketing arena — communications that are very brand-centric,” he said. “The idea of being able now to download film and video and podcasts: I think these are really big opportunities to add texture to the brand story.”
