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Posts Tagged ‘Gordon Bowen’

mcgarrybowen Names First CCO

Mark KIn news we missed, mcgarrybowen followed the debut of its first work for new client Intel and staffing changes at its New York and San Francisco offices by announcing the appointment of its first CCO: New York MD/ECD Mark Koelfgen.

The agency did not send out a release, choosing instead to confirm Koelfgen’s promotion at its town hall event on Friday.

mcgarrybowen hired Koelfgen directly from GSD&M, where he served as ACD, in 2005; prior to joining GSD&M, he worked as an ACD at Deutsch New York after beginning his copywriting career at DDB/Tracy Locke in Dallas. mcgarrybowen hired Koelfgen as a creative director, and he worked on the Reebok and Brahma beer accounts before being promoted to the MD/ECD position in the agency’s New York office in 2009.

Koelfgen’s accomplishments during his tenure at mcgarrybowen include the successful launch of Verizon’s Droid brand, which led to the agency’s subsequent victory in the Verizon Mobile pitch (a pitch on which he was lead creative).

The agency says that they picked him after searching for candidates both internally and externally. As a member of the New York leadership team, the new CCO will work closely with mbNY President Tom Sewell and Global CSO Jennifer Zimmerman while reporting directly to co-founder Gordon Bowen (who currently oversees global creative strategy).

In addition to Verizon, Koelfgen’s portfolio includes work for Pepsi, AT&T, Microsoft, American Airlines, IKEA, Snapple and more.

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Jim Parsons Stars in mcgarrybowen’s First Efforts for Intel


Ubiquitous Big Bang Theory actor Jim Parsons stars in Intel’s new holiday campaign, the first work from agency McGarryBowen since being named agency of record in October.

The first spot for the holiday campaign (featured above) breaks Monday, and the campaign will run for six weeks as the other ads gradually roll out. In it Parsons plays himself, running amok a restricted access area at Intel and gawking at Intel’s RealSense technology, until he is eventually thrown out by a security guard who tells him not to talk about anything he saw. Parsons’ broadcast spots will be backed by a social media campaign featuring companion videos and photos.

“The decision to approach this in a comedic way was one that intrigued me from the beginning,” Gordon Bowen, chairman and chief creative officer of McGarryBowen, told The New York Times. The campaign “is really just the beginning,” Bowen added. “It sets us up for a campaign that tells you there’s a new Intel that is bringing things to market that will surprise and delight you.”

Global CDO Livingston Leaving mcgarrybowen

Doug LivingstonWe’ve confirmed that Doug Livingston, Global Chief Digital Officer at mcgarrybowen, will be leaving the agency at the end of this week.

Livingston previously left his position as EVP/director of digital integration at Grey NY to join mcgarry just over a year ago; the agency will not re-fill his role but does reportedly have plans for succession in place.

Livingston’s career includes more than two decades of work (including six years overseeing digital biz dev at Grey) for a wide variety of clients; he’s been involved in campaigns that earned Cannes Lions, CLIOs and Facebook Studio Awards. The agency has no word on where he’s headed next or what those aforementioned plans mean for the immediate future.

Email to staff from co-founder/owner Gordon Bowen after the jump.

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Life No Longer Easy: Staples Changes Slogan to ‘Make More Happen’

I remember the Easy Button last being at all interesting about five years ago. People could actually buy a product that embodied Staples’ marketing strategy in Staples, some mixture of cool/scary meta-advertising that got old once you pressed the button more than 10 times. Staples has actually been running with “That Was Easy” for a decade, but McGarryBowen just retired it in favor of the less punchy “Make More Happen.”

Would you prefer your supply store to make things easy or to make more things happen? Rhetorical, but the rebrand is meant to change the perception of Staples as just an office supply store. The logo changed slightly, too, with the now-rotating “L” you can see in the new promo above that includes dog food, rain boots, paint brushes, etc. They sell dog food? Is this Staples or Walmart? It’s hard to tell. I’m not sure that’s a good thing, since Staples can’t do Walmart as well as Walmart can, but at least they’re trying to adapt instead of coasting down an easy route to irrelevance. Credits after the jump.

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McGarryBowen Shows Off Verizon’s Tech Solutions with a Little Help from Philip Glass

We’ve been told by those in the know that this new effort from McGarryBowen NY for Verizon called “Powerful Answers” actually marks the wireless carrier’s first ever corporate branding campaign. Set to the sounds of legendary composer Philip Glass, Verizon veers from the usual Wireless and/or FiOS promotion to, according to parties involved, “showcase tech solutions that no one knew they did.” As you can see in the spot directed by Park Pictures’ Lance Acord above as well as the anthem clip below, some Verizon folks are lab rats whose tech prowess translates into solutions for medical emergencies just as easily as they could the classroom. We didn’t know there was side to them, but hey, you learn something new every day. Exhaustive list of credits after the jump.

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McGarryBowen Promotes Cooke to Global Biz Dev Role

Yesterday, we received a memo sent by Gordon Bowen that announced the promotion of Brandon Cooke, who has spent the last two-plus years at McGarryBowen as director of business development in the New York office. Well, it looks like Cooke’s title just got a little fancier as he will now serve as managing director, global business development. Here, let ol’ Gordon explain and read the rest of the memo after the jump:

“As we expand our global network with the opening of the London and Dusseldorf mcgarrybowen offices–with more to come–we are making an important change in how we approach New Business development. While each mcgarrybowen office will continue to have their own New Business lead, we are pleased to announce that Brandon Cooke will now be responsible for global new business development for prospective clients whose business requires multiple offices from the mcgarrybowen network working in concert. Effective today, I am proud to announce a new title for Brandon Cooke, which is Managing Director, Global Business Development. Brandon will report directly to me in this new position.

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McGarryBowen, Psyop Make a Vivid Case for JPMorgan Chase

McGarryBowen tapped the seemingly workaholic folks at Psyop (and Smuggler, lest we forget) to develop the animation in this pop-up book spot for JP Morgan Chase, the financial firm that received a nice $25 billion bailout back in ’08 and insisted it was putting the cash to good use.

In this piece, which makes us want to revisit Inception for some reason, JPMorgan Chase gloats about how many homes and small businesses it’s saved since 2009 while increasing the company’s lending commitment by $10,000,000,000 (yes, we believe we have all those 0′s right) and giving businesses an opportunity for a second review.

It’s a nifty visual piece, but will anything Psyop produces measure up to “Happiness Factory?” We’ll let you be the judge. Credits after the jump.

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