Sedgwick Rd. Taps New-Biz Chief

Following a “spotty” year with new business, Sedgwick Rd. has hired Stephanie Peirolo as vp of business development, a new position.

Peirolo, 40, had been director of business development for Publicis in the West. During her two years there, the Seattle shop won pitches for the Washington Apple Commission, Safeco and Real Networks and was a finalist for Hyundai Motor America creative.

At Sedgwick Rd., Peirolo joins an eight-person leadership team and reports to president Jim Walker.

“We wanted to make sure that we had a broader business acumen,” Walker said. “Stephanie brought to the agency a background in technology and business, and she is able to articulate what we’re about.”

Peirolo’s background also includes a stint as sales director at former interactive broadcast tech company WorldStream Communications.

Peirolo and Walker met several weeks ago at a Seattle Ad Federation function. “We were on the same page about working environment and culture,” said Peirolo.

New business had previously been handled by committee, Walker said.

Since dropping the McCann-Erickson name last year, the 90-person shop has changed everything from the design of its space to the way it operates. “We didn’t spend a lot of time out beating the streets,” Walker said. “We wanted to spend a year making sure the agency was what we wanted it to be.”

With Peirolo aboard, Walker said the shop will try to attract consumer brands that are preparing to launch and those targeting teens, to build on its experience with the Washington State Department of Health.