2 Former Ad Execs Start Anew, Launch Specialty Firms In Hub

BOSTON-The trend toward specialization in agency startups has continued with a pair of very different niche players opening their doors in Boston.
Carol Cleveland, former senior vice president of new business at Pro Media in Needham, Mass., has launched Cleveland Communications, a media planning and buying service.
Joseph Pezzulo, former vice president of business technology consulting at Bronner Slosberg Humphrey in Boston, has formed Savatar, a 10-person database and technology marketing firm funded by London-based holding company WPP Group.
Savatar will work with WPP agencies such as Ogilvy & Mather and J. Walter Thompson, providing consulting services to their clients and making direct marketing and Web initiatives more effective, Pezzulo said. Savatar already handles projects for AT&T and IBM.
Pezzulo does not have a noncompete agreement with his former employer but said he takes no Bronner Slosberg business with him. “We’re not here to raid Bronner,” he said.
The fastest-growing advertising agencies in New England today are highly specialized, including Allen & Gerritsen in Watertown, Mass.; Harpell/ Martins & Co. in Maynard, Mass.; BBK in Newton, Mass.; and Lehman Millet in Boston.