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

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