Muh-tay-zik / Hof-fer Names Pair of New Partners

By Erik Oster 

San Francisco-based Muh-tay-zik / Hof-fer, the agency whose stylization keeps copy editors on their toes, has named two new partners.

The agency promoted director of client services Carolina Cruz-Letelier and executive creative director Joel Kaplan to partner status.

“Carolina and Joel have been massive contributors to our agency’s growth and evolution. They bring not just stellar creative and strategy chops to all that they do but inspire our teams to be better and instill love and trust in our client relationships,” Muh-tay-zik / Hof-fer co-founder and CCO John Matejczyk said in a statement. “Muh-tay-zik / Hof-fer wouldn’t be the agency it is today without them, and we’re proud to recognize them for their contributions through this partner announcement.”


Cruz-Letelier is an agency veteran of nearly a decade. She first joined Muh-tay-zik / Hof-fer as an account manager in 2011 from Goodby Silverstein & Partners, where she worked with brands including Chevrolet and Denny’s. During her first few years at the agency, Cruz-Letelier helped win and develop relationships with brands such as Audi, Gallo, Golden State Warriors and Netflix. Over the course of the past several years, she has worked on nearly every account at the agency and will continue to focus on building client relationships as a partner.

Kaplan took a less traditional route to agency partner. Before landing in advertising, he spent time as a cook, construction worker, accountant, teacher and sound engineer. Prior to joining Muh-tay-zik / Hof-fer as a creative director in 2015, he spent time in copywriting roles at AKQA, CPB and Pereira & O’Dell, as an associate creative director with Eleven and as a creative director working on Bud Light at AKQA. Since joining the agency he has helped add and lead accounts including Audi, Intel, Netflix and Staples, and earned industry recognition at the ADC, Clios, One Show and Webbys. He will continue to lead several key accounts as partner.

“Joel and Carolina’s promotions to partner acknowledge the significant impact they have both made to the agency over the years and the continued importance they play on our leadership team,” agency co-founder and chief strategy officer Matt Hofherr said in a statement. “As we engage in more long-term, strategic client engagements as the year continues, having Joel and Carolina on the leadership team to oversee our agency’s evolution will be invaluable.”