Longtime Saatchi Strategist Joins San Diego’s i.d.e.a.

By Patrick Coffee 

Today San Diego’s “integrated marketing company” i.d.e.a., which has been building its staff over the past year or so, announced the hiring of Amy Martin Winhoven as its new SVP of strategy and planning. Today is her first day in the new job.

Prior to moving to California, Winhoven spent a whopping 18 years with the Saatchi organization in both New York and London. Her most recent role there was EVP/global planning director, and she focused on the Procter & Gamble fabric care business. During her nearly two decade tenure at Saatchi, she also worked on accounts such as Wendy’s, General Mills and Kodak and managed to win a few Gold Effies and Cannes awards.

In 2009, Winhoven explained client Wheaties’ gender rebrand to The New York Times, telling Andrew Adam Newman that today’s men are shopping more and that they’re “much more focused on making decisions themselves.”

Regarding her hire, i.d.e.a. founder/Chief Idea Officer Ryan Berman (formerly of Havas and others) writes, “Strategy is the backbone for everything we do at i.d.e.a., and Amy brings global experience that will further the success of our current and future clients.”

From the new SVP herself:

“I’m excited to apply my experience to i.d.e.a.’s ethos and progressive group of clients. The fact that we get to do bold, courageous work in America’s Finest City is icing on the cake.”

That group of clients includes “Eddie Bauer, UFC Gym, Qualcomm and Visit Newport Beach, among others.”

i.d.e.a.’s most recent executive hire came nearly a year ago, when it named Daniel Andreani (formerly of BBDO Toronto, Taxi, Sid Lee and others) as its SVP/ECD. Campaigns have been sparse since then save for a series of December 2014 spots promoting San Diego’s National University.

Winhoven appears to have made the move West some time ago; she married Ian Winhoven (also of New Jersey) in San Diego earlier this year and describes herself as “bi-coastal” on LinkedIn.