INTERNATIONAL: UK veterans to offer ad execs 'mentor' service

Three veteran figures are launching a company that will provide mentors for senior managers in the ad business. Ms Lyndy Payne, Ms Caroline Marland and Ms Wendy Braverman will launch the company, called Potential Squared, in January 2001. The company is based on the proposition that the fast-changing nature of the communications industry has produced a new breed of MDs, chairmen and CEOs who can find themselves isolated while facing new demands. For an introductory fee and about £25,000 a year, the mentor would work with the manager for about one day a month. Mentors will be prominent figures from advertising, media and client backgrounds. Citing examples of world personalities who have enjoyed the benefits of a trusted adviser, such as Jesse Jackson whose mentor was Dr Martin Luther King, Ms Payne explained: "We will introduce an outside mentor, matched to the director in terms of relevant experience and temperament. The mentor will provide understanding, strength and unemotional advice on a regular basis, as well as in times of panic and emergency. "Often managers have got where they are by talent and hard work but with little training for the job, little experience of managing large companies or dealing with parent companies and shareholders." Ms Payne has been working on industry projects since leaving the Advertising Agency Register, which she founded in 1975. Ms Marland was the first woman to become the MD of a national newspaper in Britain. She left Guardian Newspapers this summer, after 25 years. Ms Braverman will continue to run her own head-hunting business, Wendy Braverman Associates.

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