Key Hires at Red Cell

1 June, 2002


Red Cell Network WPP's newest global communications company has expanded its global management team with two new hires. Nicky Buss, 35 joins as Global Director of Strategic Planning and Branding Practices. Andrew Deitchman, 32, joins as Global Director of Marketing Communications and Business Development.

Nicky Buss brings a wealth of experience and an outstanding capability for strategy. After a First Class Honours degree from Magdalen College Oxford she began her career in 1988 as an Associate Consultant at Booz Allen Hamilton before moving onto Saatchi & Saatchi London where she became their youngest ever Board Planning Director, winning the APG Gold Award for her work on British Airways. Nicky then moved onto MTV Europe where she was VP of Strategy and Planning for Europe from 1994 to 1996. At MTV she was responsible for planning the launches of VH-1 as well as taking MTV into Russia and Italy and guiding MTV's broad strategic development. Then followed three years at Ammirati Puris Lintas as Executive Planning Director and Managing Partner. Under her guidance the agency won more creative planning awards in 1997 than any other agency and her work on branding, children's marketing, media and planning was widely publicised. From 1999 - 2001 Nicky diversified her experience even further moving to the world famous McKinsey Consulting firm in Chicago as an Associate Principle and Leader of North American Branding Practice, developing McKinsey's strategic marketing and branding capabilities. Nicky worked with Clients such as The Gap, Nike and the US Army in areas such as growth strategy and marketing spend optimisation, as well as developing leading edge research into brand architecture.

Nicky then returned to the UK and for the past year has been Marketing Director of Legion Ltd. a software company commercialising groundbreaking science in the field of complexity theory.

Andrew joins Red Cell Network from EuroRSCG in New York where he was leading their digital and interactive company, Fuel North America.

Andrew Deitchman was one of the most highly regarded young visionaries in the world of marketing communications in the USA. Through his diverse background in media planning, strategic planning, brand consulting and account management, he helped clients and agencies tackle the many challenges and opportunities presented by the new marketing environment.

He started his career in media planning at Ammirati & Puris and cut his teeth in account management at McCann-Erickson after being recruited by Lee Daley (now CEO of Red Cell) to work on brands such as L'Oreal, Coca-Cola and Black & Decker. He was then the first account person to help the McCann satellite Amster Yard set up in New York. Andrew experienced life in a start up and was again partnered with Lee Daley. Andrew helped Amster Yard win $100mm in business in its first two years before moving onto Saatchi & Saatchi New York. At Saatchi & Saatchi, after working on the successful launch of Frosted Cheerios, his work on the agency's winning pitch for Delta Airlines led to his being named Senior Vice President, Management Supervisor at the age of 25. Andrew later spent two years at Siegel & Gale, a world-renowned brand identity consulting firm, where as a senior consultant he helped develop the company's brand architecture practice working with such clients as Ernst & Young and United Healthcare.

More recently, Andrew worked at MVBMS EuroRSCG in New York. His initial charge was to drive global marketing integration for the Volvo account - an effort that culminated with the highly successful launch of the Volvo S/V 40. Soon thereafter, Andrew was named the youngest partner in MVBMS history and tapped to lead Fuel North America, a 140-person unit focussed on all aspects of integrated marketing.

Under his leadership, Fuel North America achieved growth that significantly outpaced the industry. During this time, Fuel North America was also recognised with several awards - mostly notably, Best Consumer Website and Best Online Campaign for 2001 from Adweek, @tech, and The Silicon Alley Reporter. Fuel's work was also featured prominently in the Wall Street Journal, Business Week, and many other publications of note.

At Red Cell in the capacity of Global Director of Marketing Communications, Andrew's energy, diverse skills, and vision for integrated communications strategy will be harnessed to help drive growth on all fronts for the company. He will also work closely with Lee Daley on all aspects of Corporate business development.

Lee Daley Co-CEO and Chief Strategic Officer of Red Cell Network said, "The hiring of Nicky Buss and Andrew Deitchman, two precociously talented and uniquely experienced people signals our intent to offer our Clients the best talent in the world. It also reflects our insight that as well as great creative solutions Clients are increasingly demanding a higher and broader level of strategic and marketing counsel and business consultation. This was key in our hiring of Nicky and Andrew who have both had real P&L operating responsibility and whose experience is not merely confined to advertising. These are world class talents who are being brought into a unique Client facing HQ team. They are there to add outstanding value to clients and to our existing operations. Nicky and Andrew have capabilities way beyond the advertising norms and reflect our commitment to excellence at Red Cell Network.

We have put together a formidable line up, with Andy Berlin and Ewen Cameron in New York and the Global Team in London, few people can match us for core talent. We have the best combination of unparalleled experience and fresh ideas".

The Red Cell global management team is completed by Kathryn Herrick the Chief Financial Officer who will join the new Red Cell Network Board.

Acrobat Document RedCell_PressRelease_KeyHiresatRedCell_jun02_guid2.pdf


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