Brotherhood Joins Holland Mark’s idstudios Unit

Vashti Brotherhood has joined idstudios, the interactive and direct marketing division of Holland Mark Advertising, as an associate creative director.

Brotherhood, a copywriter, is a veteran of numerous regional agencies. Most recently, she spent three years at Zentropy Partners, Cambridge, Mass., the troubled interactive operation owned by the Interpublic Group of Cos.

“I felt that I had a good grasp of interactive,” said Brotherhood, who was associate creative director at Zentropy. “I wanted to combine my traditional agency skills with my interactive skills.” While at Zentropy, Brotherhood worked on the Fleet Credit Card, the Fusion Card, PricewaterhouseCoopers and Lotus Development. At idstudios, Brotherhood will work on various assignments and help drum up new business, she said.

The depth of Brotherhood’s experience and her expertise in many types of marketing made her a good fit for idstudios as it seeks to improve the quality of its creative product, said Holland Mark CEO Bill Davis.

“She’s extremely talented and brings her consumer agency experience to interactive,” said Judy Austin, creative director of Irma S. Mann, Strategic Marketing. Austin is a long-time associate of Brotherhood’s; in the early-1990s, the two served as creative heads of McDougall Associates, now Bozell Kamstra, Danvers, Mass.

Prior to her recent stint at Zentropy, Brotherhood was a vice president and senior copywriter at Hill, Holliday Interactive. Before that she served for two years as vice president and associate creative director at Mullen, Wenham, Mass.

In 1995 Brotherhood joined with designer/art director Christine Linnehan to form Linnehan & Brotherhood; and in 1993 she ran Brotherhood Advertising out of her Salem, Mass., home. Asked if she might start her own agency again, she said at present she is “not really interested in doing that.”