Fleishman hires Shapiro to lead b-to-b marketing group

NEW YORK: Fleishman-Hillard has hired Robert Shapiro as SVP and group leader of b-to-b marketing, a new role and practice at the agency.

NEW YORK: Fleishman-Hillard has hired Robert Shapiro as SVP, partner, and group leader of b-to-b marketing, a new role and practice at the agency.

Shapiro will be responsible for building Fleishman's b-to-b marketing group. He will be based in New York and report to Robert Dowling, president of the Omnicom Group firm's East region.

Previously, b-to-b marketing was part of the corporate and financial practices, but the agency decided to create a standalone offering due to an increased demand for those services from clients, Dowling said.

“It became apparent to us that having someone who has grown up in this space and is a recognized leader will not only help elevate the business, but bring a higher level of service to those clients,” he explained.

The b-to-b marketing practice has already added clients, including existing Fleishman accounts and some brought on specifically to work with the group, Dowling noted. He expects the practice to grow and add new staffers by the end of the year.

Prior to joining Fleishman, Shapiro was GM of the New York office for communications consultancy Greentarget. He has also served as an SVP at both Weber Shandwick and Magnet Communications, as well as a VP at MS&L Worldwide.  

Last month, Fleishman hired Betsy Neville as senior partner and co-chair of its national corporate reputation practice in New York. The firm also promoted Christopher Tennyson in May to lead the New York corporate and public affairs group.

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