Hofherr Goes Direct

As TBWA\Chiat\Day’s San Francisco office downsizes, one former staffer has taken a new role at direct marketing agency Direct Partners.

Matt Hofherr joined the Marina del Rey, Calif., agency last week as managing partner and chief marketing officer. He will work out of the shop’s San Francisco office, reporting to managing partner Wes Nichols.

“He’s been a friend for several years, and we’ve worked together on shared business,” including Callaway Golf, said Nichols. “I’m very impressed with his bottom-line orientation as it relates to results.”

Hofherr, 33, spent a year at TBWA\C\D as managing partner, director of new business, helping to land $150 million in business from clients such as Callaway, Adidas, Starz! and the Wine Market Council. As partner, brand strategist and director of business development for Citron Haligman Bedecarré (now AKQA), San Francisco, he helped win the $70 million Palm business.

Hofherr considered joining another TBWA\C\D office, but opted to remain in San Francisco. “It’s refreshing to be in a company that’s all about teams supporting each other and hungering to be the best,” he said, adding that Direct Partners is less confined by conflicts than TBWA\C\D.

Aside from new business, Hof herr’s role includes “innovating new ideas and preserving and growing client relationships,” Nichols said. He will also spend time in the shop’s L.A., New York and London offices.

Direct Partners has roughly 200 employees on the West Coast and approximately $300 million in U.S. billings, said Nichols. In addition to Callaway, clients include 24 Hour Fitness, E*Trade, Nissan, EarthLink, Pfizer and Pitney-Bowes.