Modernista! Adds Arnold's Hano for TIAA-CREF


BOSTON Kirsten Hano's most recent experience was on financial-services client Fidelity Investments. But it was her experience working on blue-chip brands such as Quaker Oats, Kraft, Procter & Gamble and Gillette that appealed to Modernista! management, who recently hired her to lead the $20 million TIAA-CREF account.

"She's got a proven track record of building big brands, working with large organizations and simplifying problems," said Clift Jones, president of the Boston independent. "She's also an incredibly responsible person and ... an incredibly appealing person on a lot of levels."

Formerly a vice president and management supervisor at Havas' Arnold, here, Hano, 37, led the agency's $75 million Fidelity account. (Tom Lyons, who had been a vp, management supervisor in Arnold's direct and interactive division, Arnold One, has replaced Hano on that business.) In the new post, Hano, a native of Middlebury, Vt., wants to make TIAA-CREF as well-known as Fidelity.

"We have a compelling and important story to tell about them ... [that] is not only going to raise awareness, but will ultimately help their business," said Hano, who oversees two staffers on the account.