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Modernista! Adds Ex-Arnold Exec

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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 recond 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 vp 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.

Prior to joining Arnold in 2001, Hano, who majored in art history and English at Williams College in Williamstown, Mass., served as head of the ready-to-eat cereal business for Quaker at Interpublic Group's Foote Cone & Belding in Chicago. There, she also spent time working on Kraft and Procter & Gamble.

In her spare time, Hano enjoys crafting rugs. In November, she launched Boston nonprofit Good Sports, which donates excess or used sports equipment to organizations in low-income areas.