- Adweek Staff

BOSTON Independent Modernista! said it has hired Boyd Coyner as managing partner and creative director in its two-year-old Amsterdam, the Netherlands, office, which it now plans to expand into a full-service European operation.

The outpost has been mainly a service office for General Motors' Hummer across Europe and the Middle East.

Coyner, most recently a cd at Wieden + Kennedy in Amsterdam, where he ran the Nike Europe account, joins Modernista! managing director and managing partner Nick Simmonds, who has been running the Amsterdam office since it launch in May 2006. Before Wieden, Coyner served as cd of Fuel Europe, where he helped spearhead Volvo's global advertising. Earlier, at TBWA\Chiat\Day in San Francisco, he worked on Fox Sports and is credited with developing the "Impossible is nothing" tag for Adidas. He has also held posts at 180 and Goodby, Silverstein & Partners.

Lance Jensen, co-founder and ecd at Modernista!, said Coyner's talents are "second to none in this business, and we pursued him extensively."

Coyner said he has long been a fan of the diversity and scope of the agency's work, and he described Jensen and co-founder Gary Koepke as "modern day explorers [who] foster an environment in which many things are creatively possible."