Pat Peduto’s RocketScience Relaunches

RocketScience Creative, the freelance creative group specializing in helping shops with new business pitches, has relaunched itself as a fledgling ad agency.
Three years ago, agency principal Patrick Peduto left his post as senior vice president and group creative director at D’Arcy Masius Benton & Bowles–where he helped develop the “BK Tee Vee” campaign–to work behind the scenes. During that time, he worked with a number of agencies on pitches and campaigns, including Saatchi & Saatchi Advertising’s successful bid for the Delta Air Lines ad account, Saatchi confirmed.
In July of this year, Peduto decided that it was time to start taking credit for his work. In August, RocketScience picked up its first business, E-Z Wider cigarette paper’s creative account. The agency currently claims $10-15 million in billings from a number of small clients, including the NewsWork Web site.
“The phantom work was interesting,” said Peduto, “but, from a creative standpoint, it becomes unrewarding.” By his own admission, Peduto needs the recognition. “It’s one of the things that drives [creative executives]. We all have big egos.”
Although Peduto will now have to content himself working on much smaller accounts (RocketScience currently has just five staff members on the books), he said the work is more satisfying.
Before DMB&B, Peduto had served as a creative director on the Smirnoff business at McCann-Erickson, on Eastman Kodak at J. Walter Thompson and on Toyota at Saatchi, all in New York, among others.