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Posts Tagged ‘Mark Modesto’

Ryan Partnership Tapped to Create Buzz Out of ‘Zzz’s’ for Ashley Furniture

Home furnishing brand Ashley Furniture, whose ads we’re sure you’ve heard on radio, TV or in your own head over the last few years, is opening a chain of bedding stores dubbed, aptly enough, “Zzz’s by Ashley.” To help promote its new division, the Ashley assembly held an agency review and in the end, the brand has selected Chicago-based Ryan Partnership to serve as AOR for the “Zzz’s” launch (Ft. Lauderdale-based Zimmerman remains AOR for Ashley itself).

Ryan Partnership, for those wondering, is a subsidiary of Hyper Marketing (which has its own backstory) that welcomed 30-year Draftfcb vet/former MARC USA president Mark Modestoas its CEO nearly six months ago. Regarding Ashley’s decision, Zzz’s VP of marketing Graeme Gordon says in a statement, “Ryan’s integrated capabilities– from strategy to brand positioning to creative– complemented our needs across multiple platforms, and we were impressed by their ability to build business driving marketing platforms. Together we’re looking forward to delivering innovative marketing solutions to make mattress shopping an enjoyable experience for consumers.”

Ryan’s remit for its new client includes strategy, media planning and execution across mediums including TV, print, web, social and radio. Expect first work from Ryan for Zzz’s by Ashley to break early next year.

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Tuesday Odds and Ends

-Former MEC managing partner, digital practice lead Adam Shlachter has joined Digitas New York as SVP, media. Shlachter will lead media for Digitas’ AmEx global advertising & brand management team as well as digital video media work for North America.

-While we’re on the Publicis Groupe tip, the VivaKi Nerve Center has appointed Chris Paul as general manager of its media practice, Audience on Demand.

-MRM is moving its Princeton office to Carnegie Center in the heart of the city, effective Monday, Sept. 24.

-Mat Lignel has reunited with his old Draftfcb colleague Mark Modesto at Ryan Partnership as the former has joined the Hyper Marketing agency as president of its Chicago office.

-AKQA alum Mary Mathaisell and Alaina Goetz joined San Francisco design studio Bonfire Labs as head of production and creative director, respectively.

-Taxi passengers’ olfactory senses get put to the test in a new prank for Fresh Step from the folks at Conscious Minds (above).

-It’s a hard-knock life for a DDB marketing executive…well, at least according to The Onion. link

-Red Door Interactive added Jami Rosenthal as senior strategic planner at its San Diego headquarters.

 

MARC USA’s Modesto Moves On

Well, guess barely eight months was long enough for Mark Modesto to figure out that it was time to see what lies beyond MARC USA. Modesto, the 30-year Draftfcb alum who joined MARC’s Chicago operation last October as president, is now assuming the CEO position at Ryan Partnership, an integrated marketing agency that has offices in Wilton, CT, Chicago, San Francisco and Columbus, OH and is housed within the Hyper Marketing fold. Modesto isn’t going it alone, though, as his old MARC partner-in-crime John Immesoete, who served as ECD at said agency, is also joining Ryan Partnership as its new CCO. The MARC alums will officially join Ryan on June 4.

Anyhow, you might remember the name Zain Raj, who took over as president/CEO when SolutionSet and MediaWhiz merged last summer and then ultimately assumed the CEO title when SolutionSet/MediaWhiz joined forces with D.L. Ryan to form Hyper Marketing at the beginning of this year. Anyhow, check out the lengthy memo from Raj regarding the new hires after the jump.

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Tuesday Odds and Ends

-According to reports, GM has pulled its $10 million campaign from Facebook ahead of the IPO, deeming its on the social network “had little impact on consumers.” Ewwww-a-niiiick!! link

-Wes Anderson explains to Slate why he digs directing commercials. link

-Hollywood-based prodco Luma Pictures has brought in former agency producer Vicki Mayer to run its commercial VFX department.

-Roger Federer and Credit Suisse unveil a making-of trailer for their new global campaign launching next week. link

-Being a Wayne Gretzky superfan won’t work in this marriage according to a new Mobile Mini campaign from Venables Bell & Partners.

-WPP/GroupM company Xaxis opened up new regional headquarters in Singapore.

-Speaking of the GroupM umbrella, media agency MEC celebrates its 10th anniversary today. link

 

 

 

Monday Morning Stir

-Mitchell Yoo and Joni Rentz joined digital shop iCrossing as VP, global engagement lead and senior CD, respectively. Woo, who will serve as global lead on LG, previously worked at Wunderman as group account director on Dell.

-Google is ready to kill Buzz. link

-McDonald’s is rolling out its own in-store TV channel. link

-Specsavers figures out how to make Gordon Ramsay speechless (above).

-Apple sold over four million of its iPhone 4S in the first weekend. link

 

Modesto Heads to MARC

Mark Modesto, the Draftfcb vet who was perhaps a casualty of the agency’s North American “realignment” in August 2010, has found a new gig as president of MARC USA’s Chicago office. In turn, he replaces Jean McLaren, who has been MARC’s Chicago president for the past eight years and is now moving up to the role of CMO at the agency.

Modesto of course spent 30 years at Draftfcb, starting in account management at Foote Cone & Belding in 1980, then eventually helping integrate the Chicago offices of Draft and FCB and finally serving as president of Draftfcb North America before allegedly being shown the door. Modesto has an ally in former SC Johnson chief exec Bill Perez, who worked with the Draft alum for 15 years and says in a statement, “Mark understands the importance of building a true partnership with his clients.  He gets the fast-changing dynamics of the advertising industry and how to help marketers invest in solutions that meet both immediate and long term goals.” It’s been said by quite a few that Modesto’s departure from Draftfcb may have had some influence in SC Johnson’s decision to begin looking for a new agency.

Anyhow, joining Modesto at MARC Chicago is John Immesoete, who is returning to the agency world and taking on the role of SVP, executive creative director. Before heading into the commercial writing/directing world, Immesoete served as group creative director at DDB Chicago, where he ran the Anheuser-Busch and McDonald’s accounts and helped create campaigns including “Real Men of Genius.”

 

S.C. Johnson Drops Big Lump of Coal in Draftfcb’s Stocking

So much for holiday spirit. Lewis Lazare over at the Chicago Sun-Times is reporting that Wisconsin-based home care products giant S.C. Johnson decided earlier week to basically put every ad account from its global portfolio of brands into review, which could be disastrous for Draftfcb Chicago. The agency just experienced layoffs in April, though at the time, a source familiar with the matter told us that it’s the “largest and most successful” agency in the Draft global network.

Lazare says that Draftfcb’s “realignment” in August, which resulted in the elimination of Mark Modesto, could be somewhat  to blame for S.C. Johnson’s latest move as Modesto was in charge of said company’s North American business. The eventual completion of the review, which S.C. Johnson has no set timetable for, could spell the end of a nearly 60-year relationship with Draftfcb Chicago, which handled advertising for Pledge, Windex and Raid among other brands in the S.C. portfolio. Of course, while Draft is the key player here in the purported $600 million account of the “Family Company,” this move also affects agencies working with SCJ on a smaller scale including R/GA, Ogilvy and Mullen.