BOSTON-Holland Mark Martin here has named executive creative director Bob Minihan a partner and, in keeping with agency tradition, put his middle name on the door. The shop will now be known as Holland Mark Martin Edmund.
Minihan's partnership status gives him an undisclosed amount of equity in the privately held agency, which currently claims billings of $80 million. Holland Mark president Chris Colbert also holds a minority stake. Agency chief executive officer Bill Davis is the majority owner.
Holland is Davis' middle name; Mark is Colbert's. Martin is the middle name of former partner Jack Crumbley, who left the shop last year and now works as a freelance direct marketing consultant.
"While many people deserve credit for the evolution of our creative product, no one deserves it more than Bob," Davis said.
Colbert said the promotion is a way to honor both Minihan and the entire creative department for their efforts to help build the shop into one of the region's 10 largest.
Minihan, who joined Holland Mark two years ago from Arnold Communications, described his partnership as "more of a recognition of what I've been doing for the agency" than a conferring of any new duties. He will continue to oversee the 20-person creative department, he said.
During Minihan's tenure, the size of the creative department staff has nearly doubled and clients such as the Boston Celtics and USTrust have come aboard.
Minihan described his working philosophy as applying "smart creative" to integrated marketing solutions for clients. He cited USTrust as a prime example. The agency has directed almost all facets of the bank's communications, including media advertising, branch collateral pieces and the scripts that customer service representatives read on the phone, he said.
Minihan said he'd like to see Holland Mark Martin Edmund eventually establish itself as a "super-regional" player, ˆ la The Martin Agency in Richmond, Va.
"Agencies make the mistake of trying to get national right away. They grow too fast" and burn out, Minihan said. "I'd like to see us establish ourselves as a top regional player that can win national accounts."