Seasoned Planner Wightman Joins Startup MMB

Baysie Wightman has joined McCarthy Mambro Bertino as director of account planning.

Wightman’s first assignment, which she has already begun, is conducting research from which MMB will devise its first creative work for Jiffy Lube.

“I just went and got my oil changed—you can learn a lot from being in the field,” said Wightman.

She joins 25-person MMB after a year-long stint as associate planning director at Leo Burnett Technology Group, Boston, which closed its doors in April. While there she worked on accounts such as KPMG, Macromedia, MarketSoft and Allaire.

Prior to LBTG, Wightman served for two years as vice president/-group planning director at Mullen in Wenham, Mass., where she worked on L.L. Bean, Calvin Klein, Oxygen Media and

“Baysie is incredibly smart,” said Joe McCarthy, CEO and co-founder of Boston’s MMB. Wightman’s agency experience, as well as her tenures with client companies, made her an attractive hire for MMB, he said.

Wightman’s experience in account planning stems from her background in the footwear business. In the 1990s, Wightman worked at Converse and later at Reebok as director of global consumer trends. When Wightman worked at Reebok, she would often go into urban neighborhoods to identify sneaker trends among youths. She also had a stint at Burton Snowboards.

Wightman will also assist MMB as it pitches Thomasville Furniture, an $8 million account that has been with Mullen/LHC in Winston-Salem, N.C.

Wightman will not, however, work on MMB’s Boston Beer account. That piece of business—on which the agency was founded this spring—has become shaky of late. The client has been soliciting creative ideas for its Samuel Adams Boston Lager from outside agencies such as Arnold, Boston, and Deutsch of New York, sources have said. MMB has already presented its concepts to the client and recently introduced a campaign themed “Taste the revolution” to introduce Samuel Adams Light in New England test markets.