Gallucci Heads Out on His Own

Arnold Replaces Art Director With Creative Team From Ingalls
BOSTON–Marc Gallucci has left Arnold Communications to start his own agency.
The 31-year-old Gallucci, who had been a senior vice president and associate creative director at the Boston shop for two years, has leased office space at 518 Columbus Ave. in Boston.
Working mainly as an art director–though he sometimes writes copy–Gallucci last year won three gold Hatch Awards and a silver Radio Mercury Award for American Hard Cider’s Cider Jack brand as a freelancer. At Arnold, he worked mainly on Converse and Champion International Paper.
The agency has hired copywriter John Simpson and art director Wade Devers from Ingalls in Boston to handle Champion and Converse, said Pete Favat, executive vice president and creative director at Arnold.
“They had an opportunity to work on some big national brands. They couldn’t refuse,” said Ingalls creative director Steve Bautista, who is seeking their replacements.
The startup, with Gallucci as its sole employee and American Hard Cider its lone client, is as yet unnamed. Its mission, however, has been clearly defined.
Gallucci vowed to take “a total branding approach” to address the needs of potential clients. “You have to have integrated marketing to be competitive,” he said. However, the flaw of most agencies, regardless of size, is unnatural segmentation; adding ancillary services to a traditional ad agency model is not enough, he said. “You get the services but not the culture” of people steeped in those disciplines who are able to make the package work as an integrated whole, he said.
Gallucci envisions building a multidisciplined staff where the same creatives who work on TV commercials handle Web site development, direct mailers and package design.
Gallucci will start by tapping into “a network of freelancers” for creative development. Lisa Shackman, a media specialist in Watertown, Mass., whom Gallucci met some years ago at Ingalls, will assist with planning and buying.
Over the past six years, Gallucci has helped grow the Cider Jack brand from about 50,000 cases to more than 1 million, said company founder Ned Flynn. Gallucci will use Cider Jack as his lead case study in new business pitches. “I’d recommend him,” Flynn said.
Overseeing all aspects of the Cider Jack account on a freelance basis has provided him with account planning and management skills, Gallucci said.
In the long term, “he’ll have to hire a business partner to run the financial side,” Favat said, but added, “Marc has an innate business sense. He’ll do fine.”