Amphibian, the Initiative unit that links digital extensions with clients' on-air campaigns, is missing its key executive.
At least that appears to be the case, with the recent departure of vice president and director Drew Corry, who led the unit since its inception in 2008.
Corry has joined Unilever, where he is working with a group of company brands and their agencies to explore potential new uses of media and platforms. He reports to Gail Tifford, who is North American media director at the Dutch consumer packaged goods giant.
No word yet from Initiative on Corry’s replacement at Amphibian. (The name was chosen for an amphibian’s ability to survive in two environments, both land and water.)
The agency declined to comment on the departure beyond confirming that Corry is no longer there. At least for an interim period, the Amphibian Team is reporting to Dave Rosner, executive vice president, digital and innovations.
Corry, considered a star at the agency, joined True North Media in 2000, just a short time after graduating from college. A year later, TN was bought by Interpublic and absorbed by Initiative. Before taking on the Amphibian role, Corry had risen to become a top TV buyer at Initiative.
One example the agency has cited as the type of work the unit would do was the launch of a widget a few years ago for S.C. Johnson to enhance its tie with NBC's "The Biggest Loser." Designed to promote SCJ’s Ziploc storage bags brand, the widget allowed viewers to monitor their personal weight-loss efforts and receive tips on fitness and healthy eating. The widget received on-air promotion on NBC.
Among the initial clients that agreed to use Amphibian’s services, in addition to SCJ, were Bayer, Big Lots and the Las Vegas Convention and Visitor Authority.
Earlier this year -- a decidedly rocky one for the Interpublic media shop -- SCJ switched agencies and just this week, Bayer indicated it was leaving as well.
On the plus side, the agency recently won LifeLock and earlier in the year won toymaker Hasbro and kids' network The Hub, as well as Petco and USAA, the financial services company.