Green Joins Exsel Advertising

Former KK&M President Leaves Consulting for Agency Post
BOSTON–After nearly nine years working on the client side, former KK&M Advertising president Larry Green has returned to agency life as vice president and director of client services at Exsel Advertising.
Green’s major responsibility at the company will be new-business development, although he will also work with some existing Exsel clients. He reports to agency founder and president Donna Messier and oversees an account service staff of four.
“They are a very creative and smart group of people,” said Green. “I saw the opportunity to work with this group to build an agency of major substance in New England.”
Green’s goal over the next year is to double or triple the size of the Spencer, Mass., agency, which has 12 employees, 15 roster clients and approximately 10 project-based clients.
The growth strategy is nothing new to Green, who was hired by KK&M in the mid-1980s to help build new business.
He left KK&M in 1991, shortly before it closed, to serve as vice president/director of marketing at athletic footwear supplier Mercury International Trading Corp., Attleboro, Mass., and president of Creative Marketing Concepts, Mercury’s in-house agency.
When the company phased out its marketing function approximately 18 months ago, Green decided to form his own consulting practice–Green & Associates–focusing mainly on the footwear industry.
“I decided I missed the agency business,” Green explained. “I felt that consulting was too singular for me.”
“I like to bounce ideas off other people, and it’s difficult to do that when you’re on your own,” he said.
While Green said he doesn’t plan to make any changes at Exsel beyond attracting new business, he added, “I think there will be changes to the agency as it grows. We’ll need people to work with us, and there might be changes in the operational structure.”
Exsel, which was founded approximately 10 years ago, works with consumer, business-to-business and high-tech clients, including All-Star Sporting Goods, BJ’s Wholesale Club and a division of Honeywell.
In addition, the agency recently began working on a project basis with Turtle Wax, Chicago, for packaging and catalog work, Green said.
Exsel also handles marketing communications work, such as advertising, corporate identity, and direct response. K