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Posts Tagged ‘John Pucci’

Staffing Changes at Y&R, Hawthorne Direct, And More


Ronny Northrop is now ECD at Y&R California. Northrop, who will report to CCO Mimi Cook in the agency’s San Francisco office, previously spent extended stints as a copywriter at CP+B and creative director at GS&P. Before joining Y&R, he spent time freelancing for 72andSunny, Butler, Shine, Stern & Partners and others. While Northrop’s resume indicates that he joined Y&R in February, AdAge mentioned the change for the first time today.

Hawthorne Direct promoted John Pucci to the position of Chief Marketing & Creative Officer. Pucci, who joined the agency in 2011, has served as SVP/CCO since 2013; in his new role he will oversee all “marketing, publicity and promotional activities.” Prior to joining Hawthorne, Pucci served as ECD at Havas Edge in Hollywood, and his recent agency history includes SVP/ECD stints at Publicis and RAPP. Earlier in his career, he worked as art director at Saatchi & Saatchi, held the GCD position at DDB LA, and served as a partner at TracyLocke.

He has also worked in-house for organizations as varied as Walt Disney World, E! Networks and Mattel.

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Hawthorne Direct Reintroduces :DentalPlans

Full-service brand response agency Hawthorne Direct has launched a new campaign rebranding : DentalPlans, “the largest dental savings plan marketplace.”

The result of “an intensive creative and customer insight research process performed by : DentalPlans over the past year,” the campaign includes a television spot and branded videos, as well as a new logo, tagline, and iconography. Their approach is perhaps a little too shaped by the insight research, as the video stretches well beyond the two minute mark in an attempt to squeeze in information. That the video is a bit on the dry side to begin with makes the extended duration a bit of an ordeal to sit through, although you may be glad you came across it if you are in fact in the market for a dental plan.

“The challenge of helping a company communicate their offerings while driving response is one that our team at Hawthorne excels at,” said John Pucci, chief creative officer at Hawthorne Direct. “This endeavor was made much more rewarding by the willingness of the : DentalPlans team to work closely with us as an active, engaged partner. Our goal here was to develop a contemporary TV campaign that would bring new life to the : DentalPlans brand. The commercials were created to be simple and uplifting. The look, feel and tone of the new brand are translated across all of the commercials and videos that Hawthorne created.” Stick around for credits after the jump. Read more

Monday Odds and Ends

-U.K.-based agency Karmarama has launched its own version of Shark Tank called Krank, an in-house program that allows employees to “develop progressive ideas and creative uses of technology,” then pitch their ideas to the senior Krank team. If the ideas win the team over, Karmarama will invest in the development of said product or enterprise. Initial funding of the project is set at £100,000.

-You’ve probably read the Volvo news by now, but we’ve been told the client is issuing an official release tomorrow about its decision, which comes after a nearly six-month review. As has been reported, Grey London won the automaker’s global creative account, previously handled by Arnold, and will run it and establish offices to serve Volvo as needed.

-Director Anton Jøsef has joined the roster of New York-based prodco Harpoon Pictures for commercial representation in the US.

-L.A.-based agency Hawthorne Direct has promoted SVP/ECD John Pucci, who’s also spent time at Euro RSCG Edge, Publicis and RAPP during his career, to chief creative officer.

-Psyop and McCann join forces to bring us an “Endless Performance,” complete with fractal zoom, to hype Toshiba’s Encore tablet (above).

-Integrated prodco ACNE has added senior art director Tyler Andersen to its roster. link

-So, where does startup funding really come from? Well, here’s an infographic that may help answer that. link

-Seattle-based digital agency Metia has launched a new site called Export Britain for the British Chambers of Commerce. link

Euro RSCG ECD Calls it Quits

From what tipsters tell us, Tuesday wasn’t a good day for John Pucci, who had spent the last two years as executive creative director at Euro RSCG Edge. According to them, Pucci “got into an argument in a meeting…and stormed out and immediately quit.”

While we were unable to verify that, the Euro camp sent us this statement: “Over the past two years the agency has invested a tremendous amount of time and energy in working with John to leverage his advertising and marketing skills and focus them into the direct response industry that we know and love. Ultimately, John believed that this fit was not going to happen and has decided to move on. We wish him well and in the interim.”

The L.A.-based creative joined Euro RSCG Edge from RAPP, where he was SVP/ECD of brand integration. Prior to that, he spent two years as an SVP/ECD at Publicis Dialog and also held management positions at DDB and Tracy Locke.