Snyder Communications Inc., Bethesda, MD, integrated its five direct marketing services group organizations yesterday into a single new agency to be known as Brann Worldwide.
The giant new shop, which will employ 4,000 people, represents the corporate merging of Brann Ltd., Blau Marketing Technologies, Response Marketing Group, Snyder Direct Services and National Retail Services. Chris Gater, former chairman/CEO of Brann Ltd., was named president/CEO of the new Brann Worldwide. He will report to Michele Snyder, Snyder Communications’ president/CEO.
Gater said the development of Brann Worldwide introduces a new model into the direct marketing environment, one based on delivering a measurable business result that is firmly attached to a brand.
“Our understanding of how to influence the purchase process allows us to deliver on the promise that a better customer experience will lead to increased market share for our clients,” Gater said.
Snyder Communications operates in three areas: direct, healthcare and creative services. The company’s healthcare organizations provide marketing services and educational content to pharmaceutical companies. Snyder’s creative groups in advertising, interactive and public relations agencies operate under the Arnold Communications brand name. Snyder’s direct companies will operate mainly as Brann Worldwide.
Brann Worldwide emerges with an impressive client base, including IBM, Visa, Procter & Gamble, Fleet Financial Group, Coca-Cola, British Telecom, Fiat, Sears, Peugeot and BancOne. Its parent company, Snyder Communications, has offices in the United States, United Kingdom, France, Ireland, Hungary, Germany and the Netherlands.
Reporting to Gater as president/CEO will be Dennis Eastham, formerly president of Blau; Roy Boss will serve as president/COO of Brann Worldwide in Europe; and Mitch Gershman will be president/COO of Brann Worldwide North American Services.