Rossin, Murphy Form Consultancy To Personalize Review Process

BOSTON-One-time ad agency owner Jack Rossin has teamed up with former client executive David Murphy to open a review consultancy in Newton, Mass.
Rossin & Murphy will offer customized and personal matchmaking services to agencies and clients, the duo said. They plan to be proactive in soliciting shops for information and credentials and said they welcome phone calls. Rossin & Murphy is currently handling a review for Sebago.
“We think it’s incumbent on us to know who’s in the market . . . and for them to have access to us as review consultants,” said Rossin, the former president of Rossin Greenberg Seronick & Partners in Boston.
Three years ago, Rossin traded the pace and pressure of agency life to work from his home as a marketing consultant. Since then, he has conducted a few reviews, crossing paths and comparing notes with Murphy, whose last client-side job was as president of Fayva Shoe Stores before it was sold to J. Baker in 1993. “We’ll also find out how much [clients] are willing to spend and how long they’re willing to wait for great creative,” Rossin added.
With contacts primarily in the retail, footwear and banking industries, Murphy and Rossin said they will focus on New England-based clients initially. Murphy recently conducted reviews for Sam & Libby, assigned to Greenberg Seronick & Partners in Boston, and Papa Gino’s, awarded to Clarke Goward, also in Boston.
Neither executive has much experience working with clients in the high-tech or healthcare industries, two areas of expertise of Pile and Co., one of only two full-time consulting companies in the Boston area devoted to matching clients with agencies.
An ad for Rossin & Murphy that ran last week in Adweek appeared to take direct aim at Pile and Co., which in the last 10 years has grown to become the dominant review consultant in the region.
“Skip the old way of doing agency reviews” reads the ad’s headline. When asked about the ad, Skip Pile, president of Pile and Co., chuckled. “Just because you run an ad doesn’t make you a review consultant,” he said. “I don’t want to imply that we don’t take them seriously, because we do. I wish them the best of luck.”