Execs and Accounts for June 4, 2003

Twenty-one year Gillette veteran Carole Johnson has joined Monster.com as senior vice president of marketing. Johnson’s most recent post at Gillette was VP of business services in the marketing services organization. While there, she also led commercial operations marketing, strategic marketing and sales in the personal care division. Additionally, Johnson oversaw the launch of Gillette’s corporate Web site.

She said Monster’s marketing strategy in the near future would involve an expansion into several unique and untried sales channels, such as government and healthcare.

Johnson joins Monster in the midst of an agency review. She said the job site would award the account by mid-summer. She replaces Peter Blacklow, who has become chief marketing officer of WorldWinner, an online gaming company.

Online automotive marketplace CarSoup.com will license Accipiter’s AdManager V6 for ad serving and tracking. The engine will enable CarSoup.com to run optimized, geotargeted ad campaigns that can be deployed regionally or nationally.

“With the help of Accipiter’s customer support, reporting, and inventory management features, we’re expanding the scope of our offerings to deliver increased awareness and measurable ROI for our advertisers,” said Patty Mitchell, vice president of sales and marketing for CarSoup.

In addition, CarSoup advertisers will benefit from AdManager V6’s “eSessions” feature, which delivers campaigns across multiple pages to increase awareness, and campaign auto optimization.

Online marketing agency White Horse has completed a redesign of a site about seizure treatment drug Diastat for San Diego-based Xcel Pharmaceuticals, a pharmaceutical company focused on disorders of the central nervous system (CNS).

White Horse created the site’s key response component, an online survey that queries the user, “Is Diastat right for you?” In return for taking the survey, users receive an e-mail coupon for a discount on a Diastat prescription.

Xcel said it has successfully raised awareness for Diastat through online efforts on the Web site and cross-channel tactics such as the downloadable coupons.

“We have seen a markedly improved response from health care professionals, consumers, and their caregivers,” said Julie Rudnick, Xcel supervisor of sales and marketing operations. “We attribute that success to using the Web’s power and reach to educate the public and to encourage them to try the product.”

New York-based Squeaky Wheel Media has launched a new online presence for Friendship Dairies, a top maker of cottage cheese in the state and manufacturer of other cultured dairy products.

The site, which represents the first interactive engagement between the companies, offers lists of products, ingredients and recipes, along with a history of the company and answers to frequently asked questions. Additionally, the site contains promotional offers and a grass-roots effort that introduces the quality of all-natural dairy products to an ever-growing community.

“It was important for Squeaky to position the new Friendship site with both recognition of Friendship’s core consumer base and a reach toward introducing the brand to a national audience as they continue to expand their market,” said Anthony Del Monte, Squeaky Wheel’s president and founder.

Interative industry veteran Michael Kahn has launched a marketing practice called Adaptation Inc. Kahn’s background includes a stint as chief operating officer of integrated promotions company TruePoints, prior to which he was VP of marketing for Art.com and vice president of The Great Frame Up. He has also worked for DDB and and J. Walter Thompson.

Kahn, who will serve as president of the practice, said Adaptation’s focus will be to help companies adapt their marketing strategies to changes in today’s marketing environment. The firm will provide marketing strategy and tactical execution in the form of e-newsletter/database programs, buzz-generating PR campaigns, brand positioning and marketing message development.

Adaptation launches with three clients: Dynamic Medical Education, The Great Frame Up and WCA Wireless Solutions.

For more breaking news on account action and executive moves, visit ChannelSeven.com.

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