• March 27, 2008

TRUE Agency founders Claude Grunitzky and Richard Wayner on Wednesday announced a re-envisioning of the agency's mission, which revolves around the idea of "Transculturalism"--the notion that preconceived boundaries of race and culture are breaking down.

The changes coincide with the publication of the European sequel to Grunitzky's book, "Transculturalism: How the World is Coming Together," and with the signing of new client and Brazilian cosmetics maker Natura.

TRUE plans to expand its activities in digital and interactive marketing. In addition, Wayner plans to resume his duties as CEO of the agency and has announced the promotion of several key executives.

Tracey Clanton has been promoted to group account director, Chase Conerly to executive creative director, and other key persons have also assumed new roles. Wayner also announced that Valencia Gayles (co-founder and former CEO) will be leaving her full-time duties but remaining as an interim consultant, and that Perry Fair (former ECD) is no longer at the agency.

--Gavin O'Malley