• by Larissa Faw , September 14, 2015

CRM specialist Rapp, part of Omnicom, is moving toward a digital brand engagement agency model with a focus on end-to-end services, something the shop calls "Core Dialog." There are five key elements to Rapp's Core Dialog model -- CMR, curated social engagement, converged mobile, gamification and e-commerce.

Now Rapp is naming Frank Iqbal and Rick Doerr to oversee this expanded expertise in the U.S. They will both report to Greg Anderson, president of Rapp USA. 

Iqbal joins the agency as the newly created chief creative officer. In addition to setting the standards of Rapp's output, Iqbal will focus on "leading the entirety of the RAPP USA business and its client engagements." 

Prior to joining Rapp, Iqbal worked at Rosetta for over seven years, through five mergers and acquisitions. It’s now part of Publicis Groupe. He has worked with brands including Lenovo, JP Morgan Chase, Wyndham Hotel Group, Nivea, IBM, and AT&T. 

Meanwhile, Doerr has been named managing director, New York. Rapp had been searching for an executive to fill this role for a while, saying it was hard to find a perfect candidate to lead its diverse business model. During the search the office had been overseen by Tina Allen, Chief Client Officer, RAPP USA. 

Most recently, Doerr was president, chief client officer of Austin-based agency T3. He also worked at BBDO for 12 years, including BBDO New York, Hong Kong and China. 

Both executives will be based in New York City and report to Andersen.