Agency Staffers Prepare to Relocate as Holland Completes Buyout
BOSTON--As Holland Mark Martin Edmund's buyout of Ingalls neared completion last week, Barbara Cipolla, senior vice president and media director of Ingalls for nearly five years, unexpectedly left for The Media Edge.
Cipolla, who begins her new job on Sept. 7, becomes executive vice president of planning on the Sears business at the New York-based unit of Young & Rubicam.
She had agreed to run the media department at post-merger agency Holland Mark Edmund Ingalls, Boston, which will become New England's largest independently owned shop [Adweek, July 5].
However, when approached about the Media Edge post a few weeks after the buyout was announced, she decided the chance to work in New York on Sears was too good to pass up, she said.
Holland Mark vice president and media director Mary Jean Fitzpatrick will lead the combined media department. Fitzpatrick joined in 1997 from Boston-based Arnold Communications. She helped the shop make the transition from a database and direct marketing specialist to a full-service ad agency. Fitzpatrick was on vacation last week and did not return calls.
Bill Davis, who will serve as chief executive of the combined shop, said he understood Cipolla's decision.
Sears is one of the nation's largest advertisers, with $720 million in 1998 expenditures, per Competitive Media Reporting. The account is split between The Media Edge and Ogilvy & Mather, Chicago.
Cipolla will retain a residence in Boston while living and working in New York during the week. "I've got the best of both worlds," she said.
In other executive moves: Mark Wilson of Ingalls was named to helm the combined interactive division and Carrie Parks of Holland Mark will oversee direct marketing, Davis said.
It has also been decided that Holland Mark's 23,000-square-foot space in Boston's Back Bay will be used to house most of the combined agency's 180-person staff. Many of Ingalls' 120 employees, housed in 45,000 square feet of space at the Boston Design Center, will begin moving into Holland Mark's digs over the next few weeks.
Conceding that Holland Mark's space isn't large enough to house all the employees, Davis is in the midst of "negotiating additional space in the neighborhood."
Ingalls' space will be sublet. Its move from Boylston Street in the Back Bay in 1996 was spearheaded by former chief operating officer Tom Block, who at the time said the agency had negotiated a 10-year lease.