BOSTON Business-to-business marketing consultancy Catalyst said it has named former Timex executive Michael Friend vice president and creative director, a new position at the independently owned shop in Providence, R.I.
"Michael has worked with Catalyst for many years as a strategic partner," said Brian Odell, president and founder of Catalyst. "This formalizes the relationship and brings his extensive experience to the firm on an everyday basis."
Creative duties at the 20-person shop were previously led by a small group of senior creative directors. In fact, Catalyst has not had a dedicated creative leader for three years, since New England agency veteran John Amicangelo departed.
Friend said Catalyst was a good fit because it specializes in integrated marcom, which is also his forte. Catalyst specializes in mid-market industrial and technology clients.
He will helm efforts for companies such as medical products provider Davol, information management firm Metso Automation and commercial printing concern EFI-VuTek.
Catalyst has made several staffing moves of late, upping Paul Hughes to public relations director in late February and adding two graphic artists, Shannon Mauro and Laurie Sprague, to its creative ranks a few weeks later.
Friend previously led Streamind, a communications consultancy. Prior to that, he was the director of global corporate communications at Timex. He also has served in senior creative roles at ad agencies Collins & Partners and Mason