Roland Replaces Reilly as Big Flower Becomes Vertis Inc.
BALTIMORE—Big Flower Holdings has consolidated the businesses of its three constituent divisions, TC Advertising, The LTC Group and Webcraft, relocated its corporate headquarters here, and changed its name. The moves are only the latest steps in the $1.8 billion company's efforts to reinvent itself, moves that have included taking the company private, and which officials say will soon include the elimination of the holding company structure and the closer coordination of the three businesses.
In connection with the restructuring, CEO Ed Reilly has resigned, though he will continue as a consultant to the board of directors in connection with strategic matters.
"We are grateful for Ed's numerous contributions to the process of value creation during his tenure and for his leadership," notes Ted Ammon, chairman of the board of Big Flower. Reilly has been with Big Flower CEO since April of 1997.
Don Roland, CEO of TC Advertising since 1995, has been named CEO of the combined businesses. Roland joined TC Advertising in 1983 and became executive vice president in 1993. Prior to joining TC Advertising, he was an executive at Times Mirror Press.
The new name of the company is Vertis Inc.
"Our new name symbolizes our commitment to the principles on which the company was founded— after all, 'vertis' is the center of advertising."
Roland says that combining the three Big Flower divisions "will allow us to better serve our customers. We have already experienced significant cross-selling successes. Going forward, we will evaluate more effective and efficient ways to function as an operating company providing our customers with fully integrated solutions."
The LTC Group specializes in creative services, digital media production, eMarketing and strategic consulting. Webcraft provides fully integrated direct marketing programs, from planning, database management, in-line and laser/lettershop production to full response management services, program analysis and Internet integration. TC Advertising produces advertising insert programs and circulation-building newspaper products.