New I.D. for Holland

Already ranked as the largest independently owned traditional agency in New England, Holland Mark Edmund Ingalls last week made moves to help it grow beyond its base of $180 million in billings.
The Boston agency spun off its interactive and direct marketing services as a stand-alone unit dubbed idstudios. The responsibility for helping to bring in new business across all disciplines now falls to Kristin Toli, who joined Holland Mark as director of marketing.
M.K. Seipke, a former creative director at Caribiner International, Boston, and a Holland Mark staffer for the past six months, was named president of the 20-person idstudios unit. Chris Colbert, president of Holland Mark, will also serve as chairman of idstudios, which handles assignments for several clients of the parent agency plus new addition Darden Restaurants, Orlando, Fla., which has signed on for Web-site development and related projects for its Red Lobster seafood chain.
Rather than keep all disciplines under one roof, a scenario in which media advertising usually takes precedence, Holland Mark created the spinoff to allow staffers specializing in interactive and direct to focus on those areas, said agency chairman Bill Davis. Such spinoffs are “somewhat of a trend” and are often designed to entice clients seeking specialized services, said industry consultant Bill Montbleau.
Toli had been with Arnold Communications, Boston, as an account supervisor on the McDonald’s Boston co-op account, which Arnold recently lost. Toli replaces Gayle Nyre, who left Holland Mark last month for a post at Hill, Holliday, Connors, Cosmopulos, Boston. K