By David Gianatasio
BOSTON--Sharon Krinsky joins Gearon Hoffman today as senior vice president and creative director.
A New England native and University of Rhode Island graduate, Krinsky views her new post at the Boston shop as both a homecoming and an opportunity to raise the creative profile of the mid-sized agency. In fact, Gearon Hoffman's modest creative reputation 'actually was something of an incentive' to accept the post, she said. 'I think I can have an impact.'
Krinsky takes over the day-to-day management of the agency's 10-person creative department from Bob Hoffman, who had served as both president and creative director for the past three years.
This move will allow Hoffman to manage the agency's continued growth and work with partner Dan Gearon, the shop's chairman, on crafting overall marketing strategies for clients, Hoffman said.
Krinsky spent five years at Hoffman/Lewis in San Francisco, where she worked her way up from junior copywriter to senior vice president and creative director. She resigned her position at the shop in January, but continued freelancing for the agency before accepting the post at Gearon Hoffman.
At Hoffman/Lewis, Krinsky oversaw such accounts as the Northern California Toyota Dealers; McDonald's co-ops; several Heublein wine brands; Robertson Stephens Mutual Funds; Life Guard, a large health maintenance organization; and the Bank of the West. Although she does not have a noncompete or nonsolicitation agreement with her former employer, she does not bring any business to her new company.
Her experience with healthcare and financial services clients will serve her well in Boston, Hoffman said.
Krinsky plans to write copy for Gearon Hoffman's newest account, AllEnergy Marketing, a Waltham, Mass.-based provider of electric, natural gas and propane power.
She will also oversee campaigns for such clients as Boston Beer Co., Duofold, Tufts Health Plan and Brown & Co. Securities.
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