Y&R Fills Creative Services Job

Although the circumstances and the city are different, Tricia Krupa is returning to the agency where she got her first taste of advertising, Young & Rubicam.

Krupa, 32, has been named vice president, director of creative operations at Y&R’s Irvine, Calif., office. Her responsibilities include working with the broadcast and print departments and aiding in recruiting creative talent.

The job was previously split among several employees in the creative and traffic departments, said Y&R executive creative director John Doyle.

Krupa joins Y&R after more than four years at Kirshenbaum Bond & Partners in New York, where she was most recently vice president, director of creative services. Before that, she spent more than five years in the creative management group at Y&R in New York, in what she described as “the same role [as her current position], but at a very junior level.”

According to Doyle, a number of factors led the shop to hire Krupa, including “chemistry, her knowledge of the creative world and of our business, and her level of enthusiasm in assuming [a major task] across brands that are high-profile.” Doyle added that Krupa is “well-informed and well-connected.”

While Krupa said she was not looking to leave New York for sunny Southern California, the Y&R job was attractive because it offered the chance to work on larger, national brands. Another factor in her decision was the opportunity to work with Doyle, to whom she reports.

“John has a reputation as being one of the top art directors in the country,” said Krupa. “It’s a pretty amazing experience for me.”

Krupa said she will serve as a “bridge between creative services and other parts of the agency,” including Y&R Cos.’ promotional unit, Wunderman. “It allows things to be more streamlined,” she added.

Krupa is responsible for giving out team assignments for Y&R’s 31-person creative department in Irvine, which works with such clients as Lincoln Mercury (corporate and dealer business), Jaguar, Land Rover, Sony and Mattel. She will also assist the agency’s Detroit office in recruiting for the Lincoln Mercury dealer business.

Among Krupa’s initial tasks will be attracting at least a half-dozen art directors and copywriters to the shop, Doyle said.

“She will seek out and attract creative people to our culture and help me assess what type of culture we want to build,” said Doyle.