N.Y. Creative Hits Pa.

Rodney Underwood, who spent 23 years at New York agencies, said he does not expect his move to Pittsburgh to require much of an adjustment.
“When it comes right down to it, what did I use in New York?” said Underwood, the new chief creative officer at Blattner Brunner. “Five, six, seven restaurants, one deli, a Chinese take-
out place and a dry cleaner. If I can find a good blues bar and a few restaurants, I’m OK.”
Underwood formerly served as a senior partner and creative director at Bozell in New York, working on such accounts as Carlsberg and Lycos. He started his career at Scali McCabe Sloves, worked at J. Walter Thompson and the former Ammirati & Puris, and then was a vice chairman and executive creative director at the now-defunct Geer DuBois.
He replaces Ann McFadden, who is retiring after 40 years in the business, of which the last nine were spent at Blattner Brunner. The shop conducted a six-month search and interviewed six candidates for the job, said Michael Brunner, president and chief operating officer.
Blattner Brunner, a $65 million shop, works for Pittsburgh Paint & Glass and the American Beverage Co., among other clients. Joining a shop with smaller clients was appealing, Underwood said, adding that “you’re able to get to the people who are the key decision makers.”
Another attraction, he said, was Blattner Brunner’s early dedication to integrated marketing, shown by its 1997 purchase of Lighthouse Interactive, now the shop’s e-commerce unit. Underwood will ensure the creative image work is seamless through all media, said Brunner. Key, he added, was finding someone interested in “the whole e-business side of the business.