Interpublic’s McCann Erickson in New York is boosting its senior management ranks with the addition of two top execs in new positions:
• Matt Donovan has been named managing partner at the agency, with responsibility for day-to-day operations. He had been chief North American strategy officer at Havas-owned Euro RSCG 4D.
• Mark Fallows becomes director of creative technology. He was head of digital content at McCann in London.
The hires are part of McCann N.Y. president Thom Gruhler’s effort to reinvent the agency by creating a flatter, more integrated structure.
“They’ll be very critical to what we are building here, which is … creating consistent engagement, content and experience that have results in the marketplace,” said Gruhler (pictured). “It’s a new idea we have that we call ‘trans-media narrative.'”
Donovan will work closely with Fallows to ensure that staffers have access to the latest technologies and training. Donovan will additionally work with McCann Innovation partner Wayne Fletcher on partnerships in entertainment, technology, product development and related fields.
Fallows has been tasked with instilling digital technology and strategy into every aspect of the agency’s dealings with clients, consumers and strategic partners. “We are eliminating the digital silo and adding the third pillar of digital in the creative department,” explained Gruhler.
Gruhler has also brought in Gina Soloperto as director of project management, another new position. She has ultimate accountability for making sure all projects are “on strategy, on time, on budget, profitable and meet agency-client expectations,” he said. Soloperto joins from Glue, New York, a creative services management firm that she founded. Earlier, she helmed project management at StrawberryFrog, Mother and Modernista.
Gruhler has spent the year overhauling McCann’s planning discipline and integrated the agency’s production services. In a move to increase collaboration at the agency’s New York City Third Avenue office space, he is eliminating traditional department structures and moving the agency’s staff into modular “hives,” each dedicated to serving individual clients.
Gruhler also noted that Mitch Caplan, who was named to the new role of CMO at McCann Erickson North America this summer, has now joined the agency from his previous position as CMO at WPP’s Young & Rubicam Brands and its namesake agency.
Gruhler said that while discussions continue with candidates to assume the role of chief creative officer at McCann N.Y., an announcement in that regard is “not imminent.”
“That person is a piece of the bigger puzzle,” Gruhler said. “What we’re trying to do here is create a bigger organizational shift. A single person is not the silver bullet.”
Joyce King Thomas, who announced she is leaving that post after 16 years, will work as a consultant until the end of the year.