5 rp.i Exes, Son Of DDB Boss Are Atomic

Five executives at Rubin Postaer and Associates’ interactive unit have defected from the agency to form Atomic PSR.
George Penner and Joseph Shak, who led rp.i since its inception two years ago, have joined Matt Reinhard, vice president and art director at Foote, Cone & Belding, Chicago, to open the Venice, Calif., shop. Additional partners in the startup are Brook Boley, Avery Carroll and Matt Minkin, who also previously worked at Santa Monica, Calif.-based rp.i.
Penner, previously general manager at rp.i, said Atomic PSR is being financed by its principals as well as undisclosed investors. Reinhard, 30, is the son of DDB Needham Worldwide chairman Keith Reinhard, who some sources believe may be helping to finance the new venture. The younger Reinhard, who has worked on traditional television and print advertising for Coors, Snapple and Blockbuster Music, told Adweek that Atomic PSR is independent of both his father and DDB Needham. “The only support he is providing is support for his son’s idea,” he said, adding that the shop will pursue its own accounts in traditional and non-traditional interactive categories.
Rubin Postaer and Associates has replaced Penner with Pete Imwalle, the agency’s vice president and account supervisor on the American Honda Motor Co. account. Tom Roberts will continue to co-manage rp.i as vice president and creative director, sharing management duties with Imwalle. Meridee Alter is the unit’s media director.
“The departure of several associates in no way lessens our resolve to integrate the . . . principles of advertising with the emerging world of Internet marketing,” said Gerry Rubin, RPA’s president and CEO.
All of rp.i’s accounts, including Honda, American Century Investments and Cathay Pacific Airways, will remain at the agency. RPA has resigned Sony Pictures Entertainment as an interactive client.
Earlier this year, rp.i won a Clio and a One Show Gold Pencil.