HANOVER HIRES WUNDERMAN
NEW YORK — Lester Wunder-man has been hired by Hanover Direct to spearhead the company’s new Internet marketing lab.
Wunderman, chairman emeritus and founder of Wunderman Cato Johnson, a direct-marketing agency, reports to Richard Hoffmann, president of the Hanover Brands division of Hanover Direct.
Hanover’s 13 brands, which include Tweeds, Silhouettes, International Male, Gump’s by Mail and Domestications, will be the testing ground for the Internet lab, providing a broad range of categories and consumer segments for the direct- marketing company to learn from.
“We believe success on the Internet includes looking beyond the content and functionality of a Web site,” Hoffman said in a statement.
“As direct marketers, we know there are proven promotional techniques that can be adapted, extended and expanded upon for use in boosting e-commerce sales.
“Developing a bank of these techniques will be the primary mission of the Internet marketing lab,” Hoffman added.
“New techniques focusing on the one-on-one marketing experience, as well as use of consumer-to-consumer [online] forums, also will be explored.”