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Holland Mark Taps Soderstrom

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Looking to rebound from recent client losses and recast itself for growth, Holland Mark has added Erick Soderstrom 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, Holland Mark's president.

Soderstrom joins from Altrec.com, Seattle, which sells outdoor sports products, where he had been vice president of marketing and retail operations. From 1997 to 1999, Soderstrom worked at Nintendo North America in Redmond, Wash., overseeing advertising and promotions handled primarily by Leo Burnett. He also has worked in the Seattle offices of McCann-Erickson and DDB.

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

Soderstrom said he plans to help with strategic planning and new business. Holland Mark is New England's largest independently owned agency, though it has struggled with client defections and has recently cut about 40 to 45 jobs.