New Name, Same Mission for San Diego’s Matthews

With its top creative gone to hang out his own shingle, another veteran creative arriving and the promotion of a longtime staff member, San Diego’s Matthews/Mark has changed its name to Matthews/Evans/Albertazzi.

“What you are called on to do is more important that what you’re called,” said Jim Mat thews, who remains president, CEO and chairman of the 25-year-old agency.

Matthews, who acquired the shop in 1992, said the name change is aimed at reinforcing the shop’s creative focus. The change comes following the departure of agency partner Michael Mark, who left earlier this year to start his own agency, NYCA (see story above).

Matthews said the new identity also gives greater recognition to the shop’s two creative directors: Craig Evans, who joined in April, and Mark Albertazzi, who has been with shop for 17 years.

Evans, 33, was most recently a creative director at Big Bang Idea Engineering in Del Mar, Calif., where he worked on such accounts as Qualcomm, Akamai, Brooks Running Shoes and Red Army Vodka. Previously, the Kansas City, Mo., native was with Di Zinno Thompson in San Diego.

“They are a great group of people, and I just seemed to click with them,” Evans said of his new shop. “They are very lively but serious-minded. My goal is to help them grow the business.”

Albertazzi, 45, joined the agency as an art director in 1985 and has worked on such accounts as Sony, Callaway Golf, Taylormade Golf, Reebok, the San Diego Union-Tribune and San Diego County BMW dealers. He also helped launch Above the Rim clothing, which was eventually sold to Reebok.

Matthews said Albertazzi has been key in the agency’s progress. “When he started, this was a small agency, but his talent and dedication have helped it grow,” Matthews said.

When asked about the split with Mark, Matthews said, “We looked at things a different way, but I wish him well.”