Shutze Joins T.G. Madison




Assumes Role Of President At Atlanta Ad Operation
ATLANTA–As T.G. Madison concludes a year that has seen a 50 percent growth in billings, officials with the Atlanta agency last week announced they had recruited Virgil Shutze as president.
Shutze, formerly chairman and chief creative officer of BBDO South in Atlanta, had most recently been in a partnership with The Richards Group in Dallas in a venture called Richards & Shutze.
“What I do best is build agencies,” Shutze said. “It’s about the process of creating advertising.”
He is no stranger to the founders of T.G. Madison, Lauren Genkinger and Joanne Truffelman, who worked with him at the now defunct McDonald & Little in Atlanta in the late 1970s.
With Shutze taking on the title of president, Genkinger becomes chief executive officer and Truffelman assumes the post of chairman. And while Shutze’s successes have been on the advertising side–he is featured in the ongoing Wall Street Journal series of noted creative individuals–his role at Madison will not be restricted to one department.
“He’s a creative guy who has an uncanny sense for solving marketing problems,” said Genkinger.
Truffelman noted the agency does not have anyone in the traditional creative director’s job. Instead, she oversees the work of several associate creative directors. Changing that scenario, however, is a possibility in the future.
“I think sometimes there’s too much despotism [with a creative director],” Truffelman said. “If our business continues to grow, there could be an opening for a creative director one day.”
“The creative directorship is meaningless to me,” said Shutze. “It’s not about being creative director. It’s about creative direction, and that means the direction of the agency.”
Shutze comes to the shop as it wraps a strong year in new business, adding several clients like the American Cancer Society, Double Cola and Allied Utility Network.