Genuine Appoints Atmosphere Proximity Vet Michael Moroney as Managing Director

By Erik Oster 

Boston-based full-service agency Genuine hired Michael Moroney as managing director in its New York office.

Moroney joins the agency from SuperString Theory, an ambiguous entity promising to provide “unique solutions, sharable at their core, that deliver on our clients’ brand promise and product potential” which Moroney co-founded last August.

Before that he spent a little over three years at Atmosphere Proximity, the New York-based digital arm of BBDO. There he led the creative technology and integrated production teams and worked with clients including Visa, Citi, Emirates, HP, Marriott and Cognizant. Prior to that he spent over a year and a half at 1st Ave. Machine, as executive producer and chief creative technologist and then managing director. That followed over two years at TBA Global, serving as senior vice president, engagement media and working with clients such as Samsung, Walmart, Western Union, NBC,, Ford, Microsoft and Amnesty International. Before that he served for two years as managing director at Polychrome, working with clients including Starbucks, EMI, Virgin, Concord Music Group, Warner Bros. Apple, HP, Adidas and Banana Republic.


“Michael’s hire continues to grow our NYC presence, which is part of a deliberate expansion plan that is driven by both new client acquisition and organic growth of existing client relationships,” Genuine president John Grayson said in a statement.  “Michael is a proven leader in the digital space who expertly helps clients navigate the constantly shifting digital landscape.”

“I am a firm believer that brands need to provide real value through service and utility. Creating this value means embracing the evolving nature of today’s digital landscape,” added Moroney. “Genuine, with its heritage as a digital-first agency, and its blend of creative, technology and innovative experiential capabilities is uniquely well-placed to help clients achieve exactly this.”