It wouldn’t be a Thursday (or Tuesday or Wednesday for that matter) without some sort of G2 tip being sent to the ‘Spy line. Unfortunately, most of what we’ve heard has been true and today’s tip is no different as Rob Balancia, group director of interactive media in G2’s relationship marketing practice, is the latest higher-up to leave the agency.
Balancia, who is for some reason listed as managing partner, interactive despite what the agency tells us, had been with G2 for three years and was actually out several weeks ago. According to a source, who alleges that Balancia was terminated, the exec worked closely with G2 North America CEO John Paulson on the Smuckers account, built and led G2’s online media capability and expanded the traditional direct media group into digital, including search, social and display.
Our source goes on to say that now G2 is instead refocusing on its bread n’ butter: direct marketing & promotions, which from our POV might explain the numerous layoffs. Of course, this is once again hearsay, but we wouldn’t be surprised if big changes are afoot at the G2 camp.
More: “Molly Gilmore Quits G2”