Latest Push Begins

Push, the newest in a series of agency startups launched in New England, opened for business with Sun Microsystems and Brigham’s among its charter clients.

“You get to a point where you have a lot of experience and you figure you’ve got a chance to do it yourself,”said Rich Swietek, a copywriter and creative director and one of four Push partners with equal ownership in the Somerville, Mass., shop.

Also holding equity are Joe Higgins, an art director who has partnered with Swietek over the past decade at various agencies and on a freelance basis; copywriter Joey Barron; and client services director Sally Murphy. A small support staff is also in place.

“We all knew each other over the years,” Swietek said of the four partners. “We’re going to try to focus on smaller clients [by offering them] senior-level support.”

Swietek, Higgins and Barron had been freelancing in recent years, while Murphy had run her own Boston marketing firm, Tsunami. Swietek and Higgins teamed in the mid-1990s at Wallwork & Curry, Boston. The former also served at Houston Herstek Favat (now part of Arnold Worldwide).

Push launches with direct- and e-mail projects for Sun Microsystems, supporting its Solaris and other product lines, and the creative account of the regional Brigham’s restaurant chain and branded ice cream. Software firm Ives Development and Westwood Furniture stores are also on board.

“There’s room for startups as long as there’s a focus on great creative. There’s always a market for that, no matter what,” said Lisa Hickey, owner of newly minted Velocity Advertising.