Holland's Rich Heads to Mullen; Bowman, Guay Form Blue 22
BOSTON--Holland Mark Edmund Ingalls creative director Rob Rich has left the agency for Mullen, where he will become a group creative director on LendingTree.com, Nextel Communications and Norther Light Technologies.
Separately, Robert Guay and Laurel Bowman have left Boston-based Holland Mark to form Blue 22, an interactive marketing shop, also in Boston.
Several staffers have left Holland Mark since the agency completed its buyout of crosstown rival Ingalls late last year. Most recently, Randy Browning, who headed account services, left for an account director's position at Mullen in Wenham, Mass. Creative services chief Mary Davenport went to startup Modernista! in Boston as its chief operating officer [Adweek, Jan. 31].
"Honestly, we had too many people" with a staff of nearly 200 resulting from the buyout, said Holland Mark chief creative officer Bob Minihan. "We had creative directors in spades over here."
Art director Rich had worked primarily on the agency's retail accounts, including its TJX Cos. assignments such as T.J. Maxx stores. His duties will be assumed by Tom McCarthy, who along with Rich joined Holland Mark when the agency bought Ingalls. McCarthy, Steve Bautista (from Ingalls) and Jim Hagar (from Holland Mark) will now form the second tier of management atop the 25-30 person creative department.
"It's just time to change," said Rich, who starts today at Mullen, replacing George Goetz who left at the start of the new year to join Hill, Holliday, Connors, Cosmopulos in Boston. "I've been talking to [Mullen creative chief] Edward Boches for about five years. This is a very smart, aggressive group."
"Part of this is the economy, a lot of people are being lured everywhere," Minihan said, noting that Holland Mark has hired senior art director Jeff Dechausse, who worked on the Monster.com account at Mullen, and senior copywriter Rick McHugh, most recently with Greenberg Seronick O'Leary & Partners.
Blue 22 president Guay and creative director Bowman had respectively worked in account service and creative management at Ingalls Interactive and briefly at Holland Mark after the shops merged. Guay insisted their departure was not buyout related.