Heater Adopts Planning

Top Staff Shuffled In Boutique’s Bid To Grow
BOSTON–A desire to deliver “bulletproof” creative ideas has led to a reorganization at Heater Advertising.
The Boston-based creative boutique last week named Khari Streeter and Demane Davis creative directors. The two had been executives at The Heat since that shop was spun off from Heater more than a year ago.
Jeff Lawson, who joined Heater three months ago from Anheuser-Busch in St. Louis, was formally introduced as director of brand planning.
Jennie Smith Wilson–recruited in June from Hill, Holliday, Connors, Cosmopulos in Boston–was named director of account management.
In addition, co-founder and creative director Bill Heater became chairman while president Steve Giuggio added the title of chief executive officer.
The appointments are part of an effort to build the agency into a “national brand-building boutique,” according to Heater. Large clients are increasingly looking for small, agile partners to build brands, he said.
“What [Lawson] represents is truly science,” Giuggio said. “We’ve found a person [who] can get to the core issues and raise the batting average.”
Both Heater and The Heat cut staff two weeks ago after Reebok International in Stoughton, Mass., reduced the agencies’ assignments. The Heat’s future is currently under discussion, agency executives said.