BOSTON Independent Partners + Simons said it has hired former Digitas executive Steve Lynch as its interactive creative director.
He replaces Rich Herstek, who has left the Boston-based agency.
Lynch is best known for his tenure at crosstown shop Digitas, which he left in March. At the time, he was an executive vice president and ecd, overseeing the agency's digital marketing services group, which was absorbed into various other departments. He spent nearly 15 years at Digitas and helped fashion online efforts for companies such as American Express, Bank of America, General Motors and L.L. Bean.
"E-marketing has become a significant part of what our clients are looking for," said agency president Tom Simons. Bringing Lynch aboard constitutes a continued effort by the shop to cast itself as "a truly integrated model—erasing the line between traditional paid media and all the below-the-line services of direct, interactive, design, etc."
Given that paradigm, Lynch said he would coordinate efforts agency-wide, rather than work solely with a dedicated new-media marketing staff.
A key interactive client of P+S is the Massachusetts Educational Financing Authority. Other accounts include Blue Cross and Blue Shield of Massachusetts, Sovereign Bank, Sun Life and H.P. Hood.