Exile on Seventh Has a New GM

Online Accounts Sign With Shop’s Atlanta, San Francisco Offices
ATLANTA–Exile on Seventh has shuffled its leadership and added two high-profile Internet clients.
The interactive shop has offices here and in San Francisco.
General manager Matt Thornhill, one of the principals of Loose Gravel, the agency that was acquired by Exile on Seventh–itself an offshoot of the Bay City’s defunct Left Field–to establish an Atlanta presence, is out. He has been replaced by Loose Gravel’s other top executive, Tom Lynch, who had been director of client services.
“You sell your agency, you have a certain perspective in mind, and it just didn’t work out,” Lynch said. “[Thornhill’s] expectations and [Exile chief executive officer] Michael [McMahon’s] expectations, power sharing and all.”
Exile’s San Francisco office has been chosen to handle online advertising for auction site eBay. Sources said billings on the account are roughly $10 million. Separately, the same facility has been tapped to design online ads for Webvan.com. Billings are undisclosed.
“They are both great brands that have good traditional agencies and are well-known by consumers,” McMahon said. “A lot of companies are trying to shut down their spending, but we are confident these two companies are going to come out of the shuffle. We’ve aimed at trying to work with the biggest and the best.”
San Francisco’s Goodby, Silverstein & Partners and Publicis & Hal Riney handle the offline accounts of eBay and Webvan, respectively.
The Atlanta office has also added two local accounts. AllConnect coordinates transferring services when people move, taking care of telephone, water, mail delivery, etc. Originally a call service, it has shifted to the Internet. Atlanta’s 360Thinc is the offline agency.
Headhunter.net, which recently merged with Careermosaic, is an job search site. Blue Sky, Atlanta, handles traditional advertising.
The Atlanta office has also resigned online duties for Mentos Mints, based in Erlanger, Ky.
McMahon said the online wins were an excellent opportunity to work with established brands. He said the new business does not mean Exile on Seventh will vie for the mainstream accounts.
“We are very careful not to compete with existing agencies,” McMahon said. “We are there as a backup to offline agencies, but we won’t compete with someone who already has the business. We need to be good partners.” K