MPG Taps Garrido for Chrysalis

NEW YORK Connie Garrido, a former chief strategist for WPP’s out-of-home and nontraditional media shop Kinetic, has joined Havas’ MPG as president of a new unit called Chrysalis, which will specialize in OOH, event marketing, sponsorships and developing location-based media channels.

Garrido’s appointment is effective Nov. 3, and she reports to Steve Lanzano, COO at MPG North America. The two executives previously worked together at WPP’s Mindshare, where Lanzano was global media director and Garrido ran the WOW Factory, an OOH unit that she founded.

Up to now, Lanzano said, MPG has provided clients with OOH services on a project basis, sometimes outsourcing the work. But now, with projections indicating that the sector will grow by double digits next year even as spending in most other media outlays are expected to decrease, the shop has decided to expand its efforts into a full-time practice.

“It’s a capability that clients want and need, especially in the digital area in place-based and experiential, mobile, etc. — and we realized we had to be in this business for the long term,” he said.

Most recently, Garrido was a partner at the consulting firm Media Link, led by media agency veteran Michael Kassan.

Also joining Chrysalis is Ray Rotolo as svp and managing director of the new unit. Most recently, Rotolo led strategic alliance and sponsorship efforts at Meadowlands Xanadu, the entertainment and retail property within the New Jersey Meadowlands complex. Rotolo had earlier in his career worked with Garrido at Kinetic, where he was managing director. He also spent 10 years at NBC in various business development roles.