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Michael Bronner is banking on McCann-Erickson’s big-brand acumen and former Walt Disney Co. executive Judy Fearing’s marketing savvy to help successfully launch his “socially conscious” e-commerce venture.
Bronner last week selected McCann, New York, as the first agency of record for the $25-30 million Upromise branding assignment. The Brookline, Mass., Internet startup will formally launch later this year.
In a related move, Bronner named Fearing chief marketing officer of Upromise, charged with working with McCann to build a strong brand identity.
As executive vice president of Disney’s Go.com,
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