The Gate Bolsters New Business Team

BOSTON Jannine Régis has joined The Gate Worldwide as director of new business.

She will work on attracting clients that compete in more than one country and intend to spend $15-25 million annually on marketing. The agency contends that these types of companies usually have to decide between small independent agencies without an international reach or large agency networks where their business may not be a priority.

“The Gate’s thinking defies traditional advertising agency thinking,” said Régis. “Their business model has captured the attention of clients and review consultants, which can be challenging as all agencies are vying for recognition in the business development arena.”

Régis most recently served as svp, marketing director at the New York start-up media buying and planning agency TargetCast. She has also worked at Doremus, J. Brown/LMC and Team One, among others.

The Gate has locations in major hubs throughout the world including Hong Kong, Johannesburg, South Africa, London, New York, Shanghai and Singapore. The agency employs 250 staffers.

The agency this week launched a high-profile multimedia effort touting the SPRDs exchange-traded funds from State Street Global Advisors in Boston. That TV-driven work relies on humorous scenarios, such as elevator-hopping office workers and an inept baseball team. The Gate added the assignment last year, and the client could spend as much as $30 million in 2007 in U.S. media.

Other key agency accounts include CFA, Colonial Life and Unum.