Lloyd Wolfe, set to join Cincinnati's Barefoot Advertising as creative director in October, appreciates having the right tools for every job.
Wolfe previously was creative director at Robley Advertising in Portland, Ore. There, he lived in an 8,500-square-foot warehouse, where he kept a forklift and engaged in his passions for construction projects and fixing old trucks. "I'm a tool freak," said Wolfe. "I basically designed and rehabbed the whole place."
Wolfe will oversee 18 staffers, taking over day-to-day creative operations at the $45 million shop from Doug Worple, who remains president and executive cd. "I'll focus more on the organization and the vision," Worple said.
Worple had been talking to a reference for another candidate when Wolfe's name came up. Worple called the Knoxville, Tenn., native, and the two hit it off, agreeing on "who's doing things right, and what that takes," Worple said.
Wolfe, who attended the former Central Academy of Commercial Art in Cincinnati, has worked at N.W. Ayer in New York and Cole & Weber in Portland. He also has served as chairman and cd at TBWA\Chiat\Day's St. Louis office, which he left in November 1996, a year before the outpost closed.
While acknowledging the economy has hit secondary markets like Portland and Cincinnati especially hard, Wolfe said Barefoot has the advantage of a relationship with a large local client, Procter & Gamble. Worple worked at P&G before striking out on his own, and the 32-staffer shop works on P&G brands such as Swiffer, for which it does print promotions. Other clients include TXU Energy and Sunglass Hut.
Wolfe is now looking for a new place to live, but not for anything big enough to contain a forklift or for another rehab project. "My significant other doesn't care for drywall dust," he said.