R.I. Creative Shifts

Jeff Patch has been named executive creative director of RDW Group, one of the region’s largest independent agencies.
Patch, who for five years had overseen creative development in the $90 million agency’s Worcester, Mass., office, replaces Tony Gill, who left RDW after 18 months for the role of creative director at small competitor America House. Gill takes over creative responsibilities from America House’s Stuart MacNaught, who retains the title of president of the Newport, R.I. firm.
Patch moves to RDW’s main office in Providence, R.I., as executive creative director, overseeing a 25-person department and guiding campaigns for all clients, including Amica Insurance, Cybex fitness systems and New England Coffee. Nationally known creative executive Tom Monahan, who has a long-term consulting arrangement with RDW, continues to work with the shop.
Patch said the change in management had been anticipated.
“Tony [Gill] helped us a lot,” said RDW Group senior vice president Josh Fenton. “He took us from one plateau to another. But it was time [for him] to move on.”
“I left because I wanted to go back to work,” Gill said, adding that his move to America House was precipitated mainly by the desire to shed the rigors of day-to-day management and focus on creating ads. “When a company doubles its business … you end up being more management and hands-off. As a creative person, I don’t enjoy that,” Gill said.
At America House, Gill helms a seven-person department working on Newport Creamery, Delta Dental, Rhode Island Economic Development Corp projects and others. K