Modernista! Adds Arnold’s Hano for TIAA-CREF

BOSTON Kirsten Hano’s most recent experience was on financial-services client Fidelity Investments. But it was her experience working on blue-chip brands such as Quaker Oats, Kraft, Procter & Gamble and Gillette that appealed to Modernista! management, who recently hired her to lead the $20 million TIAA-CREF account.

“She’s got a proven track record of building big brands, working with large organizations and simplifying problems,” said Clift Jones, president of the Boston independent. “She’s also an incredibly responsible person and … an incredibly appealing person on a lot of levels.”

Formerly a vice president and management supervisor at Havas’ Arnold, here, Hano, 37, led the agency’s $75 million Fidelity account. (Tom Lyons, who had been a vp, management supervisor in Arnold’s direct and interactive division, Arnold One, has replaced Hano on that business.) In the new post, Hano, a native of Middlebury, Vt., wants to make TIAA-CREF as well-known as Fidelity.

“We have a compelling and important story to tell about them … [that] is not only going to raise awareness, but will ultimately help their business,” said Hano, who oversees two staffers on the account.