Today CP+B named longtime staffer David Corns to the newly created role of VP/director product & brand invention.
Corns, who spent eight years in account management roles at the agency, will work under Neil Riddell, EVP/executive director, product innovation as part of the larger Product Innovation group.
The release tells us that CP+B has been “innovating products and creating new brands in-house for a number of years” in addition to its more traditional ad agency services. Some more details:
“The department collaborates with venture capitalists, operators and strategic partners to create products, brands and companies from scratch, bringing them to market with the agency owning a substantial share of the total business.”
Corns will help the group expand on those services by hiring industrial designers and other staff members and taking on new projects.
Two of the coincidentally alcoholic products Corn has worked on are Angel’s Envy bourbon and Papa’s Pilar rum. Another example of innovation in practice: Kraft Mac and Cheese for the grill.
Prior to joining CP+B, Corn held account management roles at Wieden+Kennedy and TBWA’s London offices as well as Carmichael Lynch.