As Roth Partners’ business grows, so does its leadership ranks.
Joining the New York agency are Martyn Straw as director of strategic planning, Keith Evans as executive creative director and Tracy Reilly as managing partner.
Straw is a former U.S. president of Interbrand who also has held top planning posts at BBDO and Doremus. Evans created ads for brands like Dell and Campbell’s at Young & Rubicam and Reilly managed accounts such as American Express at Digitas.
The newcomers all have something in common: years ago they worked with Roth founder and CEO Rick Roth at Ogilvy & Mather. That gave the CEO first-hand confidence in their abilities, as his agency adds accounts like Graco baby products and Infosys.
“It really is about getting a core Roth Partners group and these people are working across all channels,” said Roth, adding: “It’s reassuring when you know someone.”
Graco arrived in last summer after executives from the Newell Rubbermaid division met with several undisclosed shops. The assignment extends beyond traditional advertising to include media planning and buying, shopper marketing and public relations efforts. To handle those additional pieces of business, Roth is partnering with Gotham Direct, TPN and Zeno Group, respectively.
The Infosys relationship began about a year ago as a strategic project and evolved into a broader creative role this fall.
Launched two years ago, Roth also works for the likes of True Citrus and the National Association of Specialty Food Trade. For each assignment, the shop develops a strategy and then taps creative, design and media specialists to bring it to life.
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