Gearon Hoffman Adds Resources




Midsized Hub Shop Nabs Davis and Goransson, $5 Mil. in Billings
BOSTON-Strengthening its creative department in order to compete for larger clients and better manage its current workload, Gearon Hoffman here has named art director Dick Davis and copywriter Doug Goransson senior vice presidents and creative directors.
For the past four years, they had run an eponymous creative boutique, which will shut its doors. Although a pair of support staffers will not make the crosstown move to Gearon Hoffman, Davis and Goransson’s clients will. Worth about $5 million in combined billings, those clients are Massachusetts Bay Brewing Co.’s Harpoon Ale, corporate furniture supplier Office Environments, men’s clothier Milton’s and uniform company Omni Services.
The deal is a pooling of talent and resources. No money changes hands, and Davis and Goransson do not receive equity in Gearon Hoffman, which last year reported $47 million in overall billings.
“We wanted more senior creative talent,” Hoffman said. For the past year, he has been seeking “the horsepower to compete for larger clients” beyond the $3-5 million range. Adding a seasoned team makes more sense than hiring “28-year-olds who are just not in the same league,” he added.
Also, the agency needed additional creative staffers to help handle a recent influx of new business that has included Apple & Eve and OneCore Financial Network, said Hoffman. Davis and Goransson will continue to oversee the clients they bring with them and will work on other pieces of business yet to be determined.
Jon Pietz, Gearon Hoffman’s creative director for nearly two years, has been promoted to senior vice president, on a par with Davis and Goransson. All three will report directly to Hoffman.
Davis and Goransson recently worked with Gearon Hoffman on creative concepts for New Organics’ fruit juices and, while growing their own small boutique, had freelanced for Arnold Communications, Mullen and Hill, Holliday, Connors, Cosmopulos on accounts such as Sundsvall vodka, BayBank and Fidelity Investments.
Goransson has worked at Gearon Hoffman before, having been the shop’s creative director from 1983-88. He left for Cabot Communications, one of the agencies later acquired by Boston-based Arnold, where he met Davis. ƒ