A Winning Reunion at People Ideas & Culture

Mark Wnek and Domenico Vitale had one of those chemistry things a few years ago.

The pair ran together at Lowe, pitching and winning accounts such as Outback Steakhouse and PricewaterhouseCoopers. Vitale left in late 2008 to start his own shop and now—after a successful trial reunion—Wnek is reuniting with his ex-partner at People Ideas & Culture. They’re on the hunt together again.

Wnek, 53, takes a 50 percent stake in the New York agency and assumes the role of chief idea craftsman to Vitale’s chief idea architect. Vitale, 41, owns the other half.

The move comes as PI&C develops its first campaign for Mohegan Sun—its largest account with revenue estimated at $2 million. The shop won the business in February.

Before landing the casino account, PI&C primarily handled strategic and creative projects for companies such as Samsung, Morgans Hotel Group and Colavita olive oil. And while its staff has grown to about 25 amid the recent wins, PI&C’s collective model depends on partnerships with specialty shops such as T.A.G. (production services), Naked (communications strategy) and Horizon Media.

“We bring together the best people that money can buy,” Wnek said of the approach, adding, “It doesn’t force clients into something they’ll never use.