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Shop Raids Crosstown Rival for Schwalbe
By Trevor Jensen
CHICAGO–After 20 years at Fahlgren, Marty Schwalbe said he was drawn across town to HMS Partners by the agency’s “mix of clients and resources,” the latter a specific reference to the shop’s embrace of interactive advertising.
Schwalbe joined the Columbus, Ohio, holding company as executive vice president and director of brand strategy. He will oversee all of the company’s units, including HMS/Hallmark ad-vertising; HMS Success public relations; and Motivo, the recently formed interactive division.
Schwalbe inherits HMS’s proprietary branding strategy, Brand DNA, but is expected to give it his own signature, said Rick Milenthal, chief executive officer of HMS Partners.
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