Modem S.F. ECD Heads to AOL

NEW YORK Peter Rivera, vice president and executive creative director of Modem Media in San Francisco, said he is leaving the i-shop after six years to join America Online as design director.

In the new post, Rivera, 39, will help define and craft AOL’s entertainment offering for its narrowband and broadband service. Part of the job will entail leveraging parent AOL Time Warner’s existing assets and “trying to re-invent them, so [the offering is] not just passive, it’s interactive,” he said.

Rivera will start June 2 and will report to David Link, vice president and creative director for AOL Broadband. Link also previously was executive creative director at Modem, where he met Rivera a number of years ago. Link did not immediately return phone calls.

The move marks a homecoming for East Coast native Rivera, who will be based in New York. Prior to moving to Modem’s Bay Area office two and a half years ago, Rivera worked at the interactive agency’s Norwalk, Conn., headquarters as creative director. During his tenure at the i-shop, which is 43 percent owned by Interpublic Group, he worked on Weight Watchers, Citibank, General Electric and Hewlett-Packard, among others.

Rivera and Dan Springer, managing director of Modem Media San Francisco, are looking for Rivera’s replacement.

Another Modem alumnus, Joe McCambley, joined AOL earlier this month [IQ Daily Briefing, May 6]. McCambley, who was named senior vice president at the Dulles, Va.-based company’s AOL Studio Division, served as worldwide creative director of Modem from 1998-2001.