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Mechanica Enlists Mullen Brand Strategist

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BOSTON Scott Karambis has joined independently owned Mechanica as managing partner and brand strategy director.

He had been at Interpublic Group's Mullen in Wenham, Mass., as evp, director of brand planning.

His mandate at Mechanica, a three-year-old shop in Newburyport, Mass., includes fusing consumer research, user-experience design, business analytics and content development into an integrated strategic offering.

"These days, collaboration has become a key feature of any effective strategic process," he said.

Ted Nelson, one of the shop's founding partners, said, "Scott represents one of the leading thinkers in what we view as the next generation of brand strategists who are really defining the new landscape of consumer engagement. He is someone who grew up in a world where the online part of a brand experience has always been a given and never a luxury." Nelson is also a former Mullen staffer.

Mechanica employs 35 and has handled assignments for Blockbuster, MTV and Ticketmaster, among others.