CHICAGO Gardner Geary Coll has been renamed Maiden Lane and has added three top executives, said president Bob Gardner, who founded the independent shop 28 years ago.
Gardner used the opportunity, made symbolically the day after the Fourth of July, to tout the value of being an independent shop.
"The clients we really want, in the $25-50 million range, are the ones getting neglected by the holding company," Gardner said.
The agency's name is now the same as the street on which its offices are located.
Joining the San Francisco shop are John Maxham as chief creative officer, Christine Huang as chief marketing officer and Doug Powell as media director.
Maxham was most recently a group creative director at Publicis Groupe's Team One in El Segundo, Calif. He takes over creative leadership from creative director John Coll, who retains his title and remains at the agency.
Huang was previously director of business development at Interpublic Group's TM Advertising in Irving, Texas. New business duties were previously split among agency management.
Powell has worked at shops including WPP Group's J. Walter Thompson and IPG's Foote Cone & Belding. The media director's job has been vacant for about a year.