October 25, 2026

Webdenda: Accounts and People of Note in the Ad Industry

Chad Ackley joined Doner, Southfield, Mich., part of MDC Partners, as executive vice president and executive creative director. He succeeds Murray White, who left, the agency said, to return to his hometown of Melbourne, Australia. Mr. Ackley had most recently been group creative director at the San Francisco office of DDB West, part of the DDB Worldwide division of the Omnicom Group. Also at Doner, Karen Cathel and Sam Sefton, creative directors, were promoted to senior vice presidents and group creative directors.

BBDO New York, part of the BBDO Worldwide division of the Omnicom Group, was awarded two creative accounts. One, to serve as agency of record in North America for Emirates Airlines, will be handled with a sibling, Atmosphere Proximity, which already handles global duties for Emirates in digital and social media. The previous North American creative agency for Emirates was ISM, Boston, and spending was estimated at more than $30 million. The other creative account awarded to BBDO New York was a new assignment from the New York Road Runners, to help generate awareness of and participation in the ING New York City Marathon on Nov. 3; the marathon last year was called off after Hurricane Sandy.

David Berkowitz joined MRY, New York, part of the Publicis Groupe, in a new post, chief marketing officer. He had been vice president for emerging media at 360i, New York, part of Dentsu.

Richard Bertodatti Jr. joined Condé Nast Entertainment, New York, part of the Condé Nast unit of Advance Publications, in a new post, senior executive director for digital video ad sales. He had been a YouTube video specialist at Google.

Brand Activation Assocation, New York, formerly the Promotion Marketing Association, has formed a Licensing Council, to be led by Russ Brown as chairman.

Sara Fahim joined the Los Angeles office of SelectNY in a new post, director for strategy. She had most recently been a strategist at Phenomenon Inc.

Richard Ferguson joined Engajer, Mountain View, Calif., in a new post, director for sales. He had been senior manager for the Midwest region and the Europe/Middle East/Africa region at YouSendIt, Campbell, Calif.

Group SJR, New York and Los Angeles, was acquired by Hill Knowlton Strategies, New York, part of WPP. Financial terms were not disclosed. Alexander Jutkowitz, managing partner at Group SJR, will also be vice chairman and chief global strategist at Hill Knowlton Strategies.

Suzan Gursoy, who had been serving since February as acting publisher at Adweek, New York, part of Guggenheim Digital Media, was named publisher. Ms. Gursoy had been director for integrated advertising before being named acting publisher upon the departure of the publisher, Erica Bartman, as part of a reorganization.

Jim Jackson joined Periscope, Minneapolis, in a new post, vice president and design director for retail and packaging. He had been a managing partner and creative director at BoomIsland, Minneapolis.

Jonathan Kreissman joined Robin Leedy Associates, Mount Kisco, in a new post, vice president for client services. He had most recently been vice president and head of consumer products and lifestyle at Bullfrog Baum, New York.

Luxury Retreats, Montreal, which rents villas, hired Sid Lee, Montreal, as its first global marketing agency to handle duties that had been handled internally and by various agencies on a project basis. Billings were not disclosed.

Patrick Moore joined YP, Atlanta, part of Cerberus Capital Management, in a new post, chief strategy and corporate development officer. He had been a partner in the consumer practice at McKinsey Company.

Courtney Pascual joined MeringCarson, Sacramento, Calif., as a senior project manager. She had been an account supervisor at Runyon Saltzman Einhorn, Sacramento.

Marci Piasecki, chief executive at the McCann Torre Lazur Group, part of the McCann Health North America unit of McCann Health, was promoted to handle new responsibilities as regional director of McCann Health North America, overseeing the McCann Torre Lazur Group and other units that include McCann Regan Campbell. Bill McEllen, who had been president at McCann Echo Torre Lazur, becomes president at the McCann Torre Lazur Group. Sonja Foster-Storch, managing director at CMD Princeton, succeeds Mr. McEllen as president at McCann Echo Torre Lazur.

Morgan Rosin joined ID Media, New York, part of the Mediabrands division of the Interpublic Group of Companies, as senior vice president and director for marketing. She succeeds Diana Bald, who joined TargetCast TCM, New York, part of the Maxxcom Global Media division of MDC Partners, as executive vice president and director for marketing and business development. Ms. Rosin had most recently been an associate in the corporate strategy and development department at Time Inc., New York, part of Time Warner.

San Francisco 49ers chose Hub Strategy, San Francisco, as advertising agency of record, handling duties that include brand strategy; creating television, print and outdoor advertising; Web development and design; and social media. Spending was not disclosed. The team had previously worked with Engine Company One, San Francisco.

Chip Scovic joined TubeMogul, Emeryville, Calif., as chief revenue officer. He succeeds Paul Joachim, who was promoted to chief operating officer and chief financial officer. Mr. Scovic had been head of the media platform business at Google.

Larry Strumwasser joined the New York office of WorldLink in a new post, executive vice president for broadcast sales and business development. He had previously worked for companies that included MediaFactor, Pollcast, MMT Sales and TeleRep.

Valley Honda Dealers Association, which is composed of eight Honda dealers in the Phoenix area, chose two agencies to handle the duties on its account, which had been handled by Real World Marketing, Scottsdale, Ariz. Spending last year was estimated at $3.5 million. The creative part of the account will be handled by Secret Weapon Marketing, Santa Monica, Calif., which already creates campaigns for the Southern California Honda Dealers Association, known as SoCal Honda Dealers. And the media part of the account will be handled by the Los Angeles office of Horizon Media, which also handles media duties for the SoCal Honda Dealers.

Correction: An item here on June 10 rendered incorrectly part of the name of the executive who joined GetGlue as executive vice president for sales. She is Shelby Huston Haro, not Shelby Houston Haro.

Article source: http://www.nytimes.com/2013/07/01/business/accounts-and-people-of-note-in-the-ad-industry.html?partner=rss&emc=rss

Advertising: Glad Cuts the Hyperbole for Its New Green Trash Bag

Each Marcal product is promoted on packages as “A small, easy step to a greener earth,” a realistic tack that diverges from the hyperbole so favored by Madison Avenue. But the economy has led many consumers who bought green versions of household merchandise to return to regular versions, which are usually less expensive.

Still, many consumers continue taking social issues like sustainability into account when shopping. In a study this month by Cone Communications and Echo Research, 81 percent of respondents said that companies had a responsibility to “address key social and environmental issues beyond their local communities.”

And 76 percent of respondents said they had bought a product with “an environmental benefit” in the last 12 months.

All that may be why the Glad Products Company, in deciding to introduce a version of its Glad tall kitchen drawstring trash bag that is made with less plastic, is not heralding the arrival on store shelves with gushy green poetry — or charging higher prices. The trash bags will cost the same as the previous versions.

Glad Products, a joint venture of the Clorox Company and Procter Gamble, is spending $30 million to $40 million on a campaign to introduce the trash bags. They are being billed in ads and on packages as “strength with less plastic” and “stronger with less plastic waste.” (The bags are made using 6.5 percent less plastic than before, Glad Products executives say, and have what are called reinforcing bands to make the bags stronger.)

Some ads play up the ecological angle by including a single green leaf, rather than, say, a forest. Others carry the theme “Small change, big difference.”

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DDB West in San Francisco, part of the DDB Worldwide division of the Omnicom Group, is among several agencies that are collaborating on the Glad campaign, which begins this week with digital ads and continues with commercials scheduled to start on Monday.

There are also educational aspects to the campaign, which include a section of the Glad Web site, at glad.com/waste-less; plans for a Trash Smart iPhone app, to provide tips on recycling and composting. It also includes joining with the Association for Advancement of Sustainability in Higher Education and Keep America Beautiful to encourage college campuses to recycle and reduce waste.

“ ‘Every small step makes a difference’ is an internal motto we use here,” said Cheryl Hagedorn, Glad green marketing manager at Glad Products in Oakland, Calif.

The goal is to woo shoppers by presenting the benefits as “tangible and achievable” in everyday ways, she added, in that using the new bags will remove some plastic waste from landfills.

Because consumers who buy green products “don’t want to make any tradeoffs,” Ms. Hagedorn said, “we make sure we underscore this is a stronger bag and they don’t need to sacrifice performance.”

The new bags will reduce the use of plastic at Glad Products by 6.5 million pounds a year, Ms. Hagedorn said, or the equivalent of 140 million bags. That is brought to life in the campaign by calling the amount enough plastic “to cover all of Manhattan” or “to fill over 200 garbage trucks.”

And to express in a fashion that is easy to visualize, the digital ads and commercials are set in Manhattan.

“The entire time this product has been in development, we’ve been talking to consumers about how to talk back to them about it,” said Stacey Grier, chief strategy officer at DDB West. “What we’ve heard them say is that they want to make more responsible choices but they don’t want to make the tradeoffs if they involve either an inferior product or a greater price.”

“This creative approach is the one they responded to,” she added. “It’s important to be honest with consumers about our path forward and helping them on their path forward.”

Lisa Bennett, managing partner and chief creative officer at DDB West, said the goal was to “strike a balance between what it means for you and what it means for the environment.”

The Clorox annual report for 2011 lists Glad products like bags and wraps as accounting for 13 percent of the company’s fiscal year 2011 revenue, second only to home care brands like Pine-Sol and Tilex.

Sales of some Glad trash bags declined in fiscal 2011 because of price increases resulting from higher oil prices, while sales of others rose. Glad Products also sells trash bags that are made from 65 percent recycled plastic as well as recycling bags and compostable bags.

The Glad brand has a 33 percent market share, according to Glad Products data, ahead of its principal branded competitor, Hefty, at 19 percent, but behind private label products, at 36 percent.

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Makers of branded merchandise continuously hunt for additional methods to counter private label products, which typically cost less. Product enhancements (“New and improved!”) are one way, as is aligning a product with a purpose.

Other agencies working on the new Glad campaign include Current Lifestyle Marketing in Chicago, part of the Interpublic Group of Companies, for public relations; and Effect Partners in Minneapolis, which specializes in sustainability.

The campaign represents a big increase in the ad presence for Glad tall kitchen bags, according to data from the Kantar Media unit of WPP. Ad spending in 2009, for two varieties, totaled $13.6 million, Kantar Media reported, then fell to $92,000 in 2010. There was no ad spending at all in the first half of 2011, according to Kantar.

Article source: http://feeds.nytimes.com/click.phdo?i=4ea95e33a43986a786b490cac06efff0