CWT Taps Briggs To Lead N. Am. Sales

Minneapolis-based mega agency Carlson Wagonlit Travel last week appointed Bob Briggs executive vice president of business development and marketing for North America. In his new post, Briggs leads the sales, CWT Solutions group and brand marketing departments. He reports directly to Robin Schleien, president of CWT North America.

Briggs has more than 27 years of industry experience. Having worked his way up to the position of president over a 20-year stint at National Car Rental Systems Inc., Briggs most recently was executive consultant with IBM Global Services for its travel and transportation practice.

Working in the car rental business and the travel agency "will be very similar," Briggs said. "Both are mature industries that require a heavy investment in assets. At National, we were invested in our fleet of cars, and at CWT, we're invested in our call centers and our technology.

"In both cases, you must have excellent operations to get the most out of your assets," he added. "And in both businesses, long-term client relationships are key. Because of this, operations and sales teams must work together to maintain optimal relationships with customers."

Briggs added that because of the mature nature of the travel management business, the best way to make competitive headway is to "improve efficiencies and thereby bring costs down.

"CWT has very strong, traditional hands-on travel management offerings and we have introduced superior technology with the Symphonie platform," he continued. "All the pieces of the puzzle are here; it will be my mission to promote efficiencies between these pieces."

Linda Reding, senior director of brand marketing and corporate communications, said Briggs' appointment was a very comfortable move. Reding said Robin Schleien served as vice president of sales for the company until 1998, when he was promoted to president of CWT Canada and Jon Madonna became president of CWT.

Under Madonna, Ron Merriman led CWT's sales efforts until he left the company in January 2001. After Merriman's departure, Schleien once again took the lead of the CWT sales team, this time on a temporary basis. "Relieving Robin of the duties of leading our sales and marketing efforts, and transitioning Bob Briggs in was a natural change," she said. "We've been looking to fill the post for six to nine months."

Briggs said one of his first moves may be to beef up CWT's sales force. "I'm looking at the head count" of salespeople in the field, he said. "I had 80 people in the field at National. At CWT, there's a lot less. From a first look, I think we may need some new resources."