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DiMassimo Carr Redefines Its Mission

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NEW YORK DiMassimo Carr Brand Advertising replaced three freelancers and one staffer with a new creative team this week as part of a restructuring that will culminate in a name change for the independent shop, sources said.

CEO and creative director Mark DiMassimo confirmed that the New York shop would change its name by only one word, to DiMassimo Carr Brand Advocates, a shift meant to reflect the agency's new emphasis on public relations and buzz marketing. The name change will be unveiled in September, along with a redesigned Web site, DiMassimo said.

"Our focus is on talking to the advocates for the brand, focusing on them through research and planning," DiMassimo said.

The move follows the addition of Nigel Carr as chief strategy officer and managing partner in June. Carr is a former managing director of Kirshenbaum Bond + Partners, San Francisco, and he and DiMassimo worked together at KB+P's New York office during the early and mid-1990s. During Carr's time at KB+P, he was noted for his buzz marketing strategies on behalf of Snapple and other clients.

Joining the creative team are Amber Justis, an art director formerly with Ogilvy & Mather in New York, Josh Schildkraut, a copywriter formerly with Lowe, and John Cornette, a Web designer who was most recently a freelancer with I Stand For in New York. Justis and Schildkraut joined the agency last week; Cornette assumed his post yesterday, sources said.

While the agency has taken on three undisclosed public relations accounts, it did lose much ground last month when Comcast withdrew its direct marketing business. Instead, the shop is now working on a smaller buzz marketing project for Comcast, according to sources.