Red and Heater Advertising, two small, creatively driven shops on opposite coasts that share roots in the Boston ad community, have joined forces.
Heater, an 8-person operation here, will now function as the East Coast office of Mill Valley, Calif.-based Red, which has 15 staffers. The name Heater Advertising will no longer be used.
Don Easdon and Jeff Billig from Red and Heater's Steve Giuggio become managing partners of the combined entity, in which the three hold equal equity positions.
Giuggio called the deal a merger of talent and resources in which no money changes hands.
Easdon, Billig and Giuggio are veterans of Hill, Holliday, Connors, Cosmopulos. Easdon, an art director, and copywriter Bill Heater left the Boston agency in 1993 to form the creative boutique Heater/Easdon Advertising. After Easdon split from the agency three years later, it carried on as Heater Advertising. Easdon launched Red last September with former colleague Billig, who left Hill, Holliday and joined Partners & Simons, Boston, as creative director.
Heater Advertising was shaken by the departure of Heater, who returned to Hill, Holliday to work on the $120 million Fidelity Investments business and other accounts [Adweek, June 17]. Executives at the two shops, however, believe the new bicoastal agency will be stronger than the two firms were separately.
Clients seeking world-class creative--without the overhead, internal politics and hassles of a large agency or holding company--will be attracted to Red, Giuggio said.
Clients in the Boston office include Anheuser Busch, Breakaway Solutions, Idleinventory.com and Mycouncil.com. The Mill Valley office works for Strong Capital Management, Siemens, WebTV and others. K