Hagar Brings Emotion to Holland




38-Year-Old Creative Director to Play Key Role After Ingalls Buyout
BOSTON–Jim Hagar plans to emphasize emotion and “the craft of advertising” in his new role as creative director at Holland Mark Martin Edmund.
The 38-year-old award-winning copywriter joined the Boston shop several weeks ago from Riddell Advertising & Design, Jackson, Wyo., where he worked for nine years. He served as creative director for the last four years, overseeing lauded campaigns for the Wyoming Division of Tourism, Mongoose Bicycles and others.
“I try to do things on an emotional level,” Hagar said of his creative approach. “I believe in the craft of advertising. You have to have time to do what’s right.”
Once Holland Mark’s proposed buyout of crosstown rival Ingalls is complete, Hagar will join Ingalls creative heads Steve Bautista and Rob Rich to form a triumvirate of managers reporting to Holland Mark chief creative officer Bob Minihan. The resulting $180 million entity will become the largest independently owned agency in New England.
Hagar, who worked in Boston for Emerson Lane Fortuna and MacDonald Boyd White before heading West, will oversee efforts for high-profile clients such as the Massachusetts Office of Travel & Tourism, The Boston Globe, Veryfine and Polaroid.
Minihan and Holland Mark chairman Bill Davis describe Hagar as a key hire–a talented manager and wordsmith with the potential to be one of the market’s brightest stars.
Hagar’s campaign for Wyoming tourism caught Minihan’s eye after being featured in Communication Arts. Ads evoke the grandeur and emotion for the state’s natural beauty and heritage without resorting to Old West clichƒs.
Why did the avid outdoorsman return to Boston? At 23-person Riddell, Hagar believed he was a danger of repeating himself and saw “no potential for growth.”
Agency president Edward Riddell said it is his policy not to comment on former employees. Julie Stacey has succeeded Hagar as Riddell creative director.
Keith Lane, one of Hagar’s former employers at Emerson Lane Fortuna who now helms Lane Advertising in Salem, Mass., said he is “not surprised” by Hagar’s rise. “He did have the talent and he did have the drive” to succeed as a senior creative manager, Lane said.