Hardee Is In, MaHarry Out

Paradigm Adds Creative Partner, Loses President, CD
ATLANTA–Doug Hardee, former creative director at West Group (now WestWayne) in Tampa, Fla., has been named creative partner of Paradigm Communications, also in Tampa.
Paradigm also said that president and creative director Sharon MaHarry left the shop when Hardee’s hiring was announced, though agency officials stressed he was not brought in to replace her. “We brought Doug in to enhance our creative product and for greater overall agency leadership,” said agency partner Vince Fabrizzi. “[Sharon] thought an immediate departure was appropriate.”
According to Fabrizzi, Hardee’s duties will not be restricted to the creative department; he will be involved in all aspects of agency management. “One of Doug’s many talents is his affinity for strategic account planning,” Fabrizzi said. “He is known for his ability to bring brand management and strategic planning to the creative process.”
Hardee said the possibility of joining Paradigm has been alive for the last three months, after a chance meeting with Fabrizzi. “We walked around and talked around the idea for a while,” Hardee said. “They’ve been in the market for a long time. I’d gone up against them a few times, but I hadn’t really gotten to know them.”
Hardee’s ad career began in 1979 at McCann-Erickson (now Fitzgerald & Co.) here. He then went to West Group and later to Yesawich, Pepperdine & Brown, Orlando, Fla. After that, he began his own shop, Voodoo, and freelanced for a number of agencies around the country. Then came the offer from Paradigm.
“I knew some of the people who already worked there,” he said. “They told me some good things about the place.”
While Hardee did say he would recruit some personnel, he stressed the shop is not in the rebuilding mode. “There’s a good culture here,” he said. “It’s not like I have to come in here with a chainsaw.”
Separately, Paradigm became the first agency for the Tampa Bay Devil Rays baseball team. Billings were not disclosed.