Harrington Takes Co-President Role at Seattle Shop

LOS ANGELES Cole & Weber/Red Cell has given Brad Harrington a share of the presidency, the agency said.

Harrington, 41, who will preside with Mike Doherty as co-president, formerly was managing director at the Seattle integrated-marketing firm. He has been with the WPP Group company since 1996, when he was hired to launch the interactive department for clients such as Broadcom, Microsoft and Texas Instruments.

“It is working out great,” said Harrington. “Mike Doherty and I have complementary skills. I think nontraditionally in almost everything I do, even with regard to business models.”

As an example, Harrington cited his work on the “cost-per-lead” generation model, first applied to client University of Phoenix, wherein the agency incurred all the costs of marketing the online learning institute, and agency compensation was based on a fee for actual results. “For years, I’d heard complaints from the creative side about not being paid for their ideas, but for their time,” said Harrington. “This mode of working has been picked up across categories now.”

Harrington was originally in the clothing business before he studied interactive television at the American Film Institute in Los Angeles. Following that, he started The Media Stables, a CD-ROM production business in Sun Valley, Idaho.

Doherty will continue to work on the traditional-media side of the house as Harrington develops interactive, street and performance marketing, which has been done for clients such as Macromedia, Nestle, Nike, Real Networks and Washington Mutual.