Boston independent Holland-Mark has formed Holland-Mark Digital under the leadership of social media pioneer and brand consultant Mike Troiano. “Since our rebirth [in 2007 after a run in the ’90s], the digital offering has been a critical part of our success,” said agency CEO Chris Colbert. But we knew that to really step it up we needed to find a partner who had the strategic chops and real-life experience to be able to guide our clients through the maze of digital opportunity, while ensuring that whatever we do is part of a holistic approach to driving their business. Our 12-monh search ended abruptly when we met Mike. He is the real deal. He’s a businessman, a brand strategist, and a social media expert.” Troiano began his career at McCann Erickson and FCB. He became the founding CEO of Ogilvy & Mather Interactive in 1995. He later founded Brandscape, a strategic interactive services firm, and in 2002 became the gm of m-Qube, a mobile content pioneer that was sold to VeriSign in 2006. In ’07, Troiano was named to the board of Crimson Hexagon, a Web analytics firm.
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