SS+K Finds New Creative Chief at Mother

Hershfield assumes the CCO role next month

SS+K has reached into Mother to fill its top creative role.

Bobby Hershfield, a creative lieutenant at Mother who worked on brands such as Target, J.C. Penney, Johnson & Johnson and Dell, next month will join SS+K as chief creative officer. Hershfield, who’ll also be a partner, fills a vacancy created by the March exit of Kash Sree, who left after just 13 months.

Hershfield spent five years at New York office of Mother, rising to creative director in early 2011. His Target work includes last year’s “Little Marina” film and a New York event in 2010 that turned the windows of The Standard hotel into a stage for a musical dance and light show.  

Before Mother, Hershfield spent two years at Ogilvy & Mather—where he was a senior copywriter on IBM and Yahoo—and nine years at Wieden + Kennedy. It was at Wieden that he crossed over to copywriter after spending his early career in account management. His first job was at the New York office of Chiat/Day, where his account duties included Reebok and Coca-Cola’s Fruitopia.

SS+K represents Hershfield’s first opportunity to run a creative department. He’ll oversee about 20 staffers and lead creative efforts on accounts such as Pfizer, Kraft and General Motors. The New York-based shop is backed by Creative Artists Agency and has offices in Washington, D.C. and Detroit.

In making the hire, SS+K president Brad Kay cited Hershfield’s experience in building brands across all media channels. At the New York office of Wieden, Hershfield was part of a team that created a fake Web controversy around the launch of an ESPN NFL football game for Sega. The “Beta-7” campaign cleaned up in the award-show circuit of 2004.

“By talent and temperament, he’s exactly what we hoped for,” Kay added.

Hershfield described his new role as an “opportunity I couldn’t pass up.” And in leaving Mother, he even got the blessing of founding partner Andrew Deitschman, who called him a “great talent, a great guy” and a “huge contributor.” Not bad for a former account guy at Chiat/Day.


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