Exile on Seventh Names President

Exile on Seventh has named Ron Berryman president of its Atlanta office.

“Ron brings a lot of traditional marketing experience,” said Exileon Seventh chiefexecutive officer Michael McMahon. “And lots of business connections.”

Berryman re-places Tom Lynch, who served with the San Francisco-based interactive specialist since the Southeast unit’s inception in December 1999.

Prior to joining Exile, Berryman was president of ZapMedia here, where he directed marketing, sales and customer service operations. At Coca-Cola Co., he helped develop performance metrics for several soft drink brands.

Exile has executed more than $200 million in online media purchases for clients including WebMD, Macy’s.com, Real Networks, Preview Travel and AutoTrader.com.

Currently, Exile’s revenues are derived from online media (55 percent) and traditional advertising, direct marketing and strategic consulting (45 percent).

“We probably have a stronger management team than most interactive shops because we’re privately held and never had the luxury of other people’s money,” McMahon said.

Atlanta is a natural market for an interactive service, Berryman said, because of its high-tech and venture capital community.

Exile handles creative duties for 95 percent of its clients.

Exile Atlanta was formed by a buyout of interactive shop Loose Gravel. The latter was founded by Lynch and Matt Thornhill.