Troy Hayes, creator of spokesdog Spuds McKenzie, has joined HMS Partners in Miami after a stint as a commercial director. Hayes has been enlisted as vice president and creative director to bolster advertising work for such clients as the Florida Lottery and Carnival Cruise Lines.
"I'm thrilled to be working with HMS, and especially to be working with Rick Cooper," Hayes said. He went on to say that he first met Cooper when the latter was president of Bozell in Chicago.
"We kept in touch over the years," the 36-year-old Hayes said.
"I had known Troy's work for 12 to 15 years, and especially his work for Budweiser and General Mills," said Cooper, president at HMS Miami. "I just felt he could provide us with so much creative leadership and help set the tone for our young staff."
Hayes replaces creative director Janet Guillete; Cooper described her departure as a mutual decision.
"HMS is starting to grow," Hayes added, "and I think the atmosphere will be a lot of fun. The Miami office does a considerable amount of television for an agency its size--not to mention that Miami Beach is a great location."
Hayes, a former art director and associate creative director at DDB Needham in Chicago, began to freelance for the agency in 1993 as his directing career took off. He has directed commercials for Wheaties, Ameritech, Taco Bell, McDonald's and Coca-Cola.
At DDB Needham, Hayes worked on the Bud Light account for three-and-a-half years, developing the popular dog "Spuds" with Allen Rubins in 1984. He also worked on the Bud Light "Give me a Light" campaign, and wrote the "Better eat your Wheaties" tagline in 1988. That 10-year-old slogan is still running today.
Hayes began his own Web site development company in 1995 with then-writing partner Dan Renaud, also a DDB Needham veteran. That company, Worldcam.com, will be closed down. Hayes said that he hopes to help HMS clients beef up interactive advertising efforts by developing their sites or sponsoring existing corporate venues.