Mad Dogs Opens in San Francisco

Mad Dogs & Englishmen today opens a San Francisco office, its first outside New York.

Paula Beer, 29, a five-year veteran of the agency and director of the account management group in New York for the past year, is the new office’s general manager, reporting to CEO Jeff Soinski in New York.

“We’ve developed a competency in the new-economy space,” said Soinski, citing work for clients such as Razorfish and Nano, both of which have “a West Coast presence. We also want to make ourselves more accessible to prospective new clients.”

“For Mad Dogs, it’s exciting to be in a location that’s such a hotbed of creative energy,” said Beer.

The office begins with the account of Metro Newspapers, a consortium of Bay Area alternative papers, which Mad Dogs landed about a month ago without a review. Agency executives would not comment on billings, but Beer said a business-to-business print campaign will debut early next year.

Including Beer, the office is comprised of six staffers, including Deacon Webster, an associate creative director who worked at Mad Dogs in New York from 1996-99. Since last year he has been freelancing on the West Coast. He reports to chief creative officer Nick Cohen in New York. Chief strategic officer Robin Hafitz will oversee strategic planning from New York.

“We want to be seamless on both coasts,” Cohen said. “There’ll be lots of opportunities for staffers to be rotated around.”

Beer will be replaced in New York by the co-account director team of Janique Helfon and Rehana Dutta.