Hoping to broaden its appeal to direct-marketing and consumer clients, Carton Donofrio Partners has named Scott Rasmussen chief creative officer.
Rasmussen, 45, will report to chief executive officer Chuck Donofrio at the Baltimore shop. He replaces Ken Majka, who left earlier this year.
"We've been defined as a think tank among mid-Atlantic shops with a strong skill set in research and interactive marketing," said Donofrio. "But the fact is our core is still advertising."
Rasmussen's career began in Baltimore at Doner, where he eventually led direct-marketing efforts for Sylvan Learning Systems and Bally Health & Fitness.
Most recently, he completed a two-year stint at Temerlin McClain in Irving, Texas, where he helped develop campaigns for Hanes, Verizon and Bell Helicopter.
Rasmussen said he learned to take insights culled from the emotion-laden Just My Size ad-vertising at Temerlin and redirect them in communicating with engineers in print work for Texas Instruments. "I use the basis of a prospect's values to create communication," Rasmussen said. "I use this for any category."
Rasmussen's first assignment at Carton Donofrio will be a radio and print campaign for Maryland's college savings plan. The work is scheduled to break in November.