Wieden + Kennedy Poaches Carat Fusion Exec
"In the new digital world, the line between media and creative is razor thin," Gleeson explained. "Changing the background of a publisher's site; customizing content for mobile--there are so many examples that blur the line."
Relocating to Wieden's home-base in Portland, Ore., Gleeson is leaving his post as senior vice president, managing director at Carat Fusion in New York. There, he led the 50-person team based in New York and Atlanta, responsible for digital media, search, Web development and data strategy solutions for clients including Pfizer, Revlon, Alberto-Culver, Schick, Pernod Ricard, Philips and MTV/VH1.
Merging media and creative creates a host of possibilities, which Gleeson plans to explore right away with Wieden's top-tier clients. Cross-pollination between the independent agency's clients is just one prospect.
"The batch of clients that Wieden has is dead-on for digital penetration and saturation, and the cross-pollination of their strengths," said Gleeson. "Bringing together EA's obvious expertise with video games and ESPN is a great opportunity, I think."
And Gleeson knows a little bit about the sports world. Before joining Carat, he spent four years with the National Basketball Association where, as the senior director of global media and interactive marketing, he drove NBA/WNBA interactive sales and marketing efforts.
Other Wieden + Kennedy clients include Nike, Starbucks, Honda and Coca-Cola. Outside of Portland, the agency also keeps offices in New York, London, Amsterdam, Tokyo and Shanghai.