Luckie Recruits Temerlin’s White

Brad White, former Temerlin McClain vice president and creative director, has been hired as executive creative director at Luckie & Co.

White left the Interpublic Group shop in Irving, Texas, last week for his new post in Birmingham, Ala. He will report to the independent agency’s executive committee, led by co-founders Bob and Tom Luckie.

“It was time to go to work for David rather than Goliath,” said White, whose roots are in nearby Louisville, Ky.

White’s résumé includes stints at Eisner Communications in Baltimore and TBWA’s St. Louis office. At Temerlin, White worked on accounts such as American Airlines, Nortel and Texas tourism.

Luckie, which bills about $65 million, is poised to grow, said Chris Larsen, the Rocky Mount, N.C., consultant who led the executive search. “The attraction for someone like Brad is to become part of senior management and to run his own show and share in the growth,” Larsen said. “I fully expect him to double the size of that agency in five years.”

Luckie won a media lion at Cannes last year for its work on behalf of Alabama Tobacco-Free Families.

“They’re finding new and interesting ways to reach their customers,” said White. “Putting anti-smoking messages inside pregnancy tests was pretty inventive.”

White said his experience en-ables him to see growth potential in a client. “It takes more than creative,” he said. “A holistic agency approach also includes media, planning and a real knowledge of the market and how to position your brand in it.”