SISMAN LEAVES LIMITED AD POST
Byline: Sharon Edelson
NEW YORK — Lucy Sisman, the high profile advertising and design veteran, who joined The Limited Inc. as executive vice president and creative director of Limited Brand and Creative Services in April, has quietly left.
“Lucy Sisman resigned from the company early last month,” said a Limited spokesman. “It was a personal decision.
“Her departure won’t slow down any plans for our advertising program,” the spokesman said, adding that the company has not yet determined whether her position will be filled.
Sisman was hailed by the Limited as a catalyst that would help the company get serious about promoting its brands, many of which have not been heavily advertised.
At the time her appointment was announced, Ed Razek, president of Limited Brand and Creative Services, said, “Our intention is to build the best internal fashion advertising agency in the world. Lucy is a crucial part of the success of that program.”
Reached at home in Manhattan on Thursday, Sisman said, “I think there was sort of a mutual parting of ways and I left to do other things. I’m setting up an agency that will deal with European and American companies.
“I think the vision for the Limited advertising department has changed,” she added. “In the original announcement, it was really big. If it’s going to be like that, it’s going to take a long time. Much longer than I realized.”
Razek said in June that Limited will spend in excess of $80 million on advertising this year. The overall marketing to promote all the company’s brands is about double that. Razek said the ad budget could easily double over the next three years and the marketing budget increase by 50 percent to $200 million.
Sisman launched her career at the Sunday Times of London, designing the publication’s magazine. Prior to joining The Limited, she ran her own company, Sisman Design, here. It provided advertising, design and packaging services to retail clients such as Diesel, DKNY, Jigsaw, Shiseido and Sony, and magazines such as Conde Nast Sport for Women, Details, Elle and Harper’s Bazaar.
Sisman was the founding design director of Allure, a post she held for four years while running her own business. During the last six years that Limited had been a client, Sisman worked on projects for Limited Stores, Victoria’s Secret, Structure and Express, tackling everything from hangtags to advertising. She also designed the company’s annual report.
While Sisman had worked with the Limited for years on a freelance basis, she had never been a direct employee.
“This was my first job other than my own business,” she said. “I think I hadn’t understood how slowly big companies move. I’m used to the pace and speed of publications and advertising.”
Razek was traveling abroad and could not be reached, a Limited spokesman said.