Holland Mark Adds Soderstrom | Adweek
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Holland Mark Adds Soderstrom

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Erick Soderstrom, former Nintendo of America advertising and promotions director, has joined Holland Mark as executive vice president and director of brand management.

The position at the Boston shop has essentially been vacant for more than a year, though Soderstrom takes over some duties from Chris Colbert, president.

Soderstrom joins from Altrec.com, Seattle, an e-tailer of outdoor sports products, where he had been vice president of marketing and retail operations. Altrec, which uses McCann-Erickson in Seattle as its primary agency, is seeking a replacement. From 1997 to 1999, Soderstrom worked at Nintendo in Redmond, Wash., overseeing advertising and promotions handled primarily by Leo Burnett. He also has worked in the Seattle offices of McCann and DDB.

At Holland Mark, Soderstrom's job "is to design a brand management function," said CEO Bill Davis. "The traditional agency [service] model is getting a bit tired and needs to evolve around the needs of clients." He said Soderstrom's mix of client and agency experience made him an attractive hire.

Soderstrom said he plans to help clients with strategic planning and to pitch in on new-business activity. Specific account assignments have not been determined.

With some 170 employees in its advertising and interactive units, Holland Mark is New England's largest independently owned agency, though it has struggled lately with client defections - including TJX Cos., Citizens Bank and Radisson Hotels - and has eliminated about 40 to 45 jobs.