Citron Adds Creative




Lindau Hire Part of Ongoing Identity Shift
SAN FRANCISCO–The latest changes at Citron Haligman Bedecarrƒ see the agency beefing up creatively, hiring Chris Lindau, a Foote, Cone & Belding veteran who worked on Amazon.com and Levi’s jeans ads.
Lindau, 34, was named vice president, associate creative director, handling the Home.com account and new-business pitches. He worked with the shop as a freelancer for several months before joining the staff.
The San Francisco agency is expected to hire additional high-level creatives to aid principals/creative directors Kirk Citron and Matt Haligman, sources said.
The steps are part of an overall identity change. Since calling off its planned acquisition by Euro RSCG in December, the shop has been discussing a new name and possible changes for its traditional advertising focus and status as a private company, said agency insiders. No final decisions have been made regarding the new direction, said Citron.
Citron, which doubled billings in 1999 to $200 million, plans to move into other sectors of Internet marketing and possibly file for an IPO this year, said sources. Such plans are helping attract key talent in a tight labor market.
Citron, hired by many well-known dot.coms, breaks its first ad for drug retailer More.com this week on spot TV. It introduces the site’s contact lens store, with out-of focus scenes of a woman stumbling around looking for her glasses. “We convinced the client to start with a series of retail promotional spots featuring individual services,” said Citron. Branding ads will break in the spring. K