Joins Cincinnati Shop as Its Top Creative
CHICAGO–Peter Lloyd says the offer to become a “WonderWorker” was one he couldn’t refuse.
The newly appointed chief creative officer at Cincinnati’s WonderGroup had been working independently as a consultant, but the time was right to join an agency again. “I had to think about focusing on just one market,” he said.
Dave Siegel, president of the $32 million shop, said Lloyd will strengthen the youth-oriented marketing firm’s product development and brainstorming strategies.
“He brings exactly what we need,” Siegel said. “We were looking for someone who is more than your typical creative thinker.”
Siegel said he wants Lloyd to help push the shop’s 10-person creative team “to think beyond the traditional.”
Lloyd, an award-winning writer and creative director who worked with Siegel at Cincinnati’s Sive/Young & Rubicam, most recently founded consultancy The Right Brain Works.
Although he likens the creative department to kindergarten–“We play together, and we share”–Lloyd still plans to keep his team focused on providing clever, weird and fun products and creative work that don’t insult the market they target.
“It’s not just ‘Be cute and have fun and you’re going to get kids,'” he said.
WonderGroup’s clients include Smucker’s, Chiquita, Trolli Candies, Heinz and ToyMax.
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity