NEW YORK Executive creative director Scott Carlson has recruited five staffers to his department at Interpublic Group's Avrett Free Ginsberg, which has acquired two new accounts in recent months.
Among the new personnel is Jon Resnik, a screenwriter turned copywriter who has sold 18 ads since joining the agency in January, Carlson said. Senior designer Roger Bova, who arrived from The Arnell Group in New York, has been working on the agency's luxury accounts, which include Tumi, Dewars and now, Island Breeze by Bacardi. The shop has also added three junior creatives.
The New York agency will create a celebrity-studded campaign for the new light spirit, with TV and print to break in early summer, Carlson said. Also new on the roster is Wolverine Boots, which the agency won last month after a review.
"We're actually producing the work we won the pitch with, which is a rarity," Carlson said. That work, which will have a photojournalistic quality, breaks in spring issues, he said. TV will also be involved in the campaign.
Agency CEO Frank Ginsberg called Carlson "a booster shot" to the agency's creative product, and said the recent changes would pay a large role in helping AFG to double its billings in 10 years.
"We have such a great reputation with existing clients that my focus is really on growth and projecting the agency in the next few years," Carlson said.
The shop now claims $280 million in billings, Ginsberg said.