Team One Looks Beyond Lexus

With a client list previously dominated by Lexus, Team One is moving into a new category with its recent win of Procter & Gamble’s $3-5 million Millstone Coffee account: the consumer packaged good.

The brand is currently the Publicis Groupe-owned shop’s only such account in its history. With the win, the El Segundo, Calif., agency reached critical mass with businesses unrelated to its mainstay, Lexus, according to shop CEO Brian Sheehan. To help, the shop has added creative directors Grant Holland and Ralph Watson to oversee creative on Millstone and the $10-15 million Ritz-Carlton business, as well as assist in other areas.

“What got my attention was their wealth of varied thinking,” said executive creative director Christopher Graves. “They’ve done [everything] I can possibly get involved in.”

Holland, 34, has experience working on products ranging from cigarettes to snowboards to Coke, at shops as varied as Hammerquist & Saffel in Seattle and Cliff Freeman + Partners in New York. Most recently, he was at WPP Group’s Ogilvy & Mather in Los Angeles. Watson, 37, has worked on brands as varied as Audi, Ben & Jerry’s and the AARP at shops such as Havas’ McKinney + Silver in Raleigh, N.C., and most recently, Omnicom’s GSD&M in Austin, Tex.

Though the duo has not worked together in the past, Graves said he feels confident in his matchmaking abilities. “I was looking for people with a measured approach and even-tempered personalities,” Graves said. “They are both humble about their talents, which span the breadth of media, and have real passion for new media solutions, which should be great for new business.”