George Goetz was at Mullen just long enough to help the shop land its largest client. But the copywriter won't be creating LendingTree.com's first brand campaign.
Instead, Goetz will return to Hill, Holliday, Connors, Cosmopulos, Boston, where he'll head up development for FleetBoston Financial's first corporate positioning campaign. Fleet is the region's No. 1 bank.
The opportunity was too good to pass up, he says, but admits he was "pretty well-situated" at Mullen.
Goetz left Hill, Holliday weeks after former creative director Mike Sheehan announced his resignation in May. Other longtime department veterans, including Chris Poulin, Ernie Schenck and Jamie Mambro, also left. The arrival of John Doig to replace Sheehan as creative director has spurred a renewed commitment to quality and opportunity. Much of that momentum is due to the addition of new clients, including Fleet, which Hill, Holliday won in October. "That is a key account for us," Doig said last week.
There's a strong likelihood that Doig will continue to re-staff the creative department with people who "were once part of the family," he said. Doig said that after his arrival in September, he set out to "review all the work. Three of the 12 campaigns I singled out were his. [Goetz] was one of the names that kept coming up." Goetz work cited included campaigns for Rolling Rock beer, Lotus Development Corp. and Budget Rent A Car.
"He's a smart writer ... and we intend to build a team around him." Initially, Goetz will partner with Kirsten Watters.
Besides landing LendingTree.com, Goetz also worked on Nextel and Northern Light. He was only recently assigned the Hifi.com account.
Mullen executive creative director Edward Boches, who has worked diligently to add bench strength to his department in the last 18 months, could not be reached for comment.