Publicis Modem Hires Schematic’s Yeon in New Role

Publicis Modem is expanding its U.S. leadership with the addition of Hyo Yeon in the new role of managing director, Publicis Modem East.
Yeon, who was most recently general manager at interactive agency Schematic Inc., takes on some of the responsibilities held by Dani Nadel, Publicis Modem’s U.S. president. Nadel was named to that position in Sept. 2009, after running the agency’s New York operations.
Before Schematic, Yeon was evp, managing director at FCBi, N.Y., and chief strategy officer of FCBi Worldwide. She also spent six years at Razorfish, where she rose to become evp, strategic development worldwide.
The digital network recently retained lead status on LG Electronics, a client since 2008. After a change in top LG management, the account was quietly put into review in the fourth quarter, with finalists that also included WPP’s Young & Rubicam and Ogilvy & Mather units, as well as LG Group house agency Hs Ad. LG’s global account is handled out of the agency’s New York office under the direction of Damian Claassens, the former AKQA group creative director who was named svp/cd at Publicis Modem in October. Claassens is now expanding his team with the addition of AKQA colleagues Ben Williams, who becomes associate creative director at the Publicis Groupe agency, and Reed Loar, who joins as art director. In addition, Luke Carmody was brought in from Razorfish as a senior copywriter.
With offices in New York and San Francisco, Publicis Modem has been growing at more than 20 percent in the U.S. during the last couple of years, according to Nadel. Recent new clients include Citi, L’Oreal and Cartier. “The U.S. is one of the network’s strongest markets,” Nadel said.
This month marks a year since Jean-Philippe Maheu joined Publicis Modem as worldwide chief executive, coming to the agency from Ogilvy & Mather, where he was chief digital officer, North America. Maheu has been focused on building Publicis Modem’s global resources, making acquisitions in countries like Brazil, Turkey and Korea. He’s also worked on expanding client relationships with San Jose-based Pay Pal, where the agency has picked up additional work outside the U.S. in countries like Brazil and parts of Asia.
“Digital media is the first media that is truly global. Traditional media like TV is a country-by-country buy. With things like YouTube you have global platforms,” said Maheu. “Clients are increasingly looking for global digital agencies of record, but most agencies aren’t really global, most are just good in a couple of countries.”