New York social and digital agency Glow has hired Maggie Walsh as head of strategy and Roshmond “Sum” Patten as creative director, as the agency continues to grow with new clients and projects.
Walsh developed a passion for social fandom as a craft as a teen managing Mariah Carey’s website and fan engagement campaigns. She then rose through the ranks of music marketing, managing digital and social strategy for talent at Sean Combs Enterprises and Bad Boy Entertainment.
In 2011, Walsh made the shift to the agency side. During her tenures at 360i, A+E, and Anomaly, she led brand strategy across brands like Absolut, New Orleans Tourism and a roster of entertainment projects for HBO, A&E, History, Fox and USA Network. She led the strategy behind several of Oreo’s biggest campaigns to date, including Oreo’s “Dunk in the Dark” campaign and the limited-edition “Oreo x Pokemon” collaboration. While at Anomaly, she led strategy for the Johnnie Walker team that created the first-ever anthem for a women’s soccer team, Angel City FC.
Throughout his more than 20-year career spanning the advertising, music and publicity industries, Patten has worked at companies such as Stampede Management, Cashmere, loftSeven, Passenger, Earbits and Precious Metals Creative. While at Stampede Management, Patten’s remit included managing artists such as SnoopDogg, Busta Rhymes, Macy Gray, and RiffRaff.
Patten transitioned to the agency side in 2016 and while working at Cashmere. His copywriting and creative direction helped the agency earn Clio awards for multiple seasons of FX’s Atlanta’s social media presence. In 2022, Patten created an idea for AI to take control over Atlanta’s social platforms, which was a first for a major television title.
“As the worlds of traditional entertainment and social media are more deeply informing and inspiring one another, Glow is well positioned to lead brands in the creation of culture-driving work,” said Walsh in a statement. “The agency has an incredible roster of clients and I’m extremely excited to join them.”
As a specialist with AI, Patten has extensive experience working with tech companies including Microsoft, Fox and Disney in research and community management, and in music streaming, where he trained music discovery algorithms for several of today’s biggest platforms.
“Sum’s talents extend far beyond traditional creative work,” said Ellie Lloyd, Glow executive creative director in a statement. “The breadth and depth of his experience is elevating the way that we approach building engaging creative work for our clients.”
Patten added that taking innovative creative work to market for major brands and entertainment properties with Glow “is something I very much look forward to.”
Patten will report to Lloyd and Walsh reports to president Kleinberg.
“We are thrilled to welcome two incredible talents from the worlds of music and entertainment marketing to our team,” said Kleinberg in a statement. “Maggie and Sum are already making their presence felt and we are thrilled to have them on board.”
Glow was named to Adweek’s Fastest Growing Agencies in 2021.