Modernista! Opens in Amsterdam

NEW YORK Independent Modernista! said it has opened an office in Amsterdam, the Netherlands, to service client General Motors and its Hummer brand in Europe and the Middle East.

The Boston-based agency has hired Nick Simmonds, formerly head of client services at Wieden + Kennedy, Amsterdam, as managing director of the European outpost, and is currently conducting a search for an executive creative director. Modernista! co-founders Gary Koepke and Lance Jensen will lead the office’s creative efforts until that position is filled.

“It was client driven,” said Jensen of the overseas launch. “Hummer is going to be going international. The first play for that is Europe.” It’s far too soon to say if the outpost will become a full-service office, he said.

Prior to joining Modernista!, Simmonds spent nine years at Wieden, managing account teams for clients such as Coca-Cola, Microsoft, Nike, Vodafone, Siemens and Audi. Before moving to Amsterdam, Simmonds was a group account director at Publicis in London.

Hummer is by far the agency’s largest single client, accounting for close to half of its estimated $300 million-plus in overall billings. The shop’s client roster also includes GM’s Cadillac, Budweiser, Napster, TIAA-Cref and Rockport.