NEW YORK R/GA executive creative director Mat Zucker is moving to Agency.com as its New York ecd.
Zucker, 37, takes the place of Tom Ajello, who is departing the Omnicom Group agency after nearly three years at the shop.
CEO David Eastman said he was as impressed with Zucker's integrated marketing experience and his R/GA pedigree. Prior to joining R/GA in June 2005, Zucker worked for five years as a cd at OgilvyOne, where he was creative director on Ameritrade, American Express, Cisco and other accounts. He started his career as a copywriter at FCB.
"The desire right now in our key offices is to make sure the people who are leading key disciplines are able to speak the same language as TBWA," he said. "We were only looking for people who have through-the-line experience."
Eastman, who took over as Agency.com CEO a year ago, has concentrated on aligning the shop with TBWA Worldwide as part of an Omnicom plan to link its traditional agency networks with its digital operations. In the wake of the reorientation, several Agency.com staffers have departed.
"The new leaders and heads need to look and feel more like marketing and advertising experts rather than just digital experts," Eastman said.
Agency.com has had some success transcending purely Web assignments. The firm's London office has worked on TV and print executions for Ikea. It is now in a review to become Ikea's lead agency. Clients increasingly are asking agencies for ideas that live beyond the Web, Eastman said.
"I don't see interactive as a discipline; I see it as a series of enabling technologies," he said. "Ultimately, it will become the fabric of marketing communications."
Zucker will lead a creative department of about 30. He starts at the agency April 16.