Independent agency Boathouse has appointed Peter Prodromou as its new president to bring a new dimension to its vision and expand operations on the west coast.
Before taking on his new role, Prodromou served as the CEO and president of global digital marketer and developer of interactive experience, Boston Digital.
Prodromou’s background lies in earned media and public relations and—prior to Boston Digital—he held positions at IEC Partners and Racepoint Global, where he rose to be CEO and president. His agency experience includes time at Weber Shandwick and Trinity Marketing and Consulting.
“Since our founding, we have worked to help clients outperform. Peter is a star and will fit right into our team given his incredible reputation for strategy and execution,” Boathouse CEO John Conners told Adweek.
Prodromou’s curiosity has led him to view behavioral dynamics that drive consumer information consumption through a strategic communication lens. About a decade ago, he, alongside his peers, noticed that individuals no longer considered the source of their content. The convenience and instant gratification of information availability superseded reason in this regard. In this way, he approaches his new role as one at the convergence of paid engagement and creative information consumption.
Prodromou told Adweek that the expansion into the west coast was promising for Boathouse, given the recent growth in the region, especially in healthcare and technology. He emphasized how the pandemic served as a catalyst for exciting new innovations, ranging from chip makers to artificial intelligence and smart cars. Considering all these innovations, Prodromou explained how the agency’s plans for the future will revolve around integrating its business concept in a way that will appeal to potential clients, including focusing on behavioral analysis and adopting certain AI tools to better understand consumer needs.
“I think there’s so few companies that actually understand how to talk about it [innovation] and do it well. Our ability to speak that language, take complex ideas and make them simple will help us to be a difference maker in that conversation,” he said.
Prodromou explained how Boathouse, a data and intellectual analysis-driven independent agency founded in Boston, takes a progressive perspective that challenges industry norms, embraces counterintuitive thoughts and is able to anticipate the intersection of technology-healthcare—and that is what differentiates it from competitors.
He said that he and Conners reviewed what successful narratives have looked like over the years, to help them push clients to make brave choices in their marketing strategies.
“It’s a cliche to say we never want to stop learning, but the truth of the matter is that’s what gives me energy,” Prodromou added.
Aside from Prodromou’s hiring, Boathouse also recently appointed the former associate director of social and content for the Los Angeles Lakers, Geoff Gates, as its new creative director of social strategy and content.