Pilla Joins Creative Partners as President

Philip Pilla has been named president of Stamford, Conn.-based brand development and marketing communications firm Creative Partners. Pilla has more than 13 years of experience in integrated marketing communications and has spearheaded brand launches for Powerbar and Salomon Smith Barney. Most recently, he served as senior vice president for Sirius Satellite Radio, a subscription-based digital broadcasting entertainment service, where he was responsible for all aspects of the company’s consumer marketing. Pilla oversaw the creation of Sirius’ latest campaign, a series of television spots featuring the tagline “It’s on,” which broke during late-night talk shows on Feb. 3. “The challenge there was and still is to find why satellite radio needs to be part of my life when I can flick on my radio and get that for free,” Pilla said. The new campaign aims to communicate that Sirius frees consumers from radio advertising and heavy play lists. Pilla said he has created a new Creative Partners logo and vernacular for the company, which pivots on the idea of a “brand microphone.” Every aspect of a company’s image;from its foyer to its Web site to its business cards;”broadcasts” an image and should be in “harmony” with a brand identity, he said. “If you show up in a plaid suit with a plaid tie, people are going to say look at that bozo, even though you may orate like Winston Churchill,” Pilla said. “You have to recognize that every element has an effect on the total package.”