RDW, Monahan Join Forces




Nationally Known Creative Consultant to Coach Agency Team
BOSTON–RDW Group has entered into a long-term relationship with consultant Tom Monahan to try and improve its creative output.
“This is part of an effort to upgrade the talent and distinguish the [creative] product at this agency,” said Michael Doyle, president of the Providence, R.I., shop, which claims $76 million in overall billings. “[Monahan] will work with our creative department–not leading the team on the field, but coaching from the sidelines.”
Monahan has no set agency hours or specific account responsibilities. Rather, he is available to the staff of creative director Tony Gill “on an as-needed basis” to discuss campaigns in progress, and he will attend departmental meetings to critique and guide creative development, Doyle said.
“They’re a local agency with a great deal of potential,” Monahan said.
Monahan also consults to GSD&M, Austin, Texas, and J. Walter Thompson, Detroit, though the deal with RDW is the most extensive and far-reaching of his agency dealings, he said.
Although Monahan only recently signed an 18-month contract with RDW, his presence is already being felt. He recently helped copywriter Christine Cahill refine a 30-second TV commercial for insurance firm Amica, one of the agency’s largest accounts. “He’s pretty hands-off,” said Cahill of Monahan. “He has an objective view.” The Amica ads break nationally next month.
Monahan is best known as a co-founder of Leonard/Monahan, a Providence agency that in the 1980s grew to prominence with clients such as Keds and Lotus Development. He relinquished day-to-day agency responsibilities in 1991, long before the agency’s demise two years ago.
Monahan has concentrated on building Before & After, a consulting firm offering “creative boot camps” and training seminars for businesses around the country. K