Former Agency Executive Bolts Mullen for Dot.Com, Seeks Shop
BOSTON–Bob Pagano has joined AnyDay.com as the 2-year-old Internet company’s first chief marketing officer.
He had been a senior vice president at Mullen, Wenham, Mass., where he oversaw accounts such as Agfa, L.L. Bean, Northern Light Technologies as well as various dot.com companies.
Pagano’s first order of business at AnyDay is to hire an agency of record for the Cambridge, Mass., firm, which is looking to launch its first branding campaign.
An informal review is under way, with an invited group of undisclosed shops, Pagano said. He plans to name an agency in the first quarter.
Pagano is looking at shops with dot.com experience and a fully integrated approach, similar to what Mullen offers its clients. The Wenham shop, however, will probably not be considered for the ad business. “They are very hot right now and very busy,” Pagano said. “It may be asking a lot of them.”
AnyDay provides users with a Web-based organizer that includes an online calendar, email reminders of important dates and a public events directory. The firm has produced some in-house ads for airline magazines that target business travelers.
Pagano, 49, said he left Mullen because he wanted to experience the client side of advertising “People should always do what’s in their best interest,” said Mullen president Joe Grimaldi of Pagano’s departure. Pagano’s successor will be named in the next few weeks.
Throughout his marketing career, Pagano has worked almost exclusively at agencies. He served at defunct Leonard/Monahan in Providence, R.I., until he, Woody Kay and Ernie Schenck left to form their own shop 14 years ago.
In 1997, he departed Pagano Schenck & Kay, Boston, to become a group account director at Mullen.
Pagano now leads a four-person marketing team, reporting to co-founder and chief executive Steve Watts. As a client, Pagano said he looks forward to having more control over marketing and broader responsibilities. His goal is to “make the brand an important part of everything we do” at AnyDay.com.
“In an extraordinary short time span, Bob has become an expert at working with Web companies at the start-up level, then turning them into recognized Internet brands,” Watts said in a statement. “The experience Bob brings to AnyDay will help us in our ultimate goal of [becoming] a household name.” K
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