• by Steve McClellan  @mp_mcclellan, January 28, 2015

Branding and marketing agency Mechanica has just launched a new offering—called the Brand Experience Strategy Practice and has hired veteran experiential executive Bill Goff  to lead it.  Goff joins Mechanica from Publicis Groupe’s Digitas where he was VP/Group Director of Experience Strategy and Design. 

Earlier Goff served at Interpublic’s Mullen as Senior Information Architect. He has worked with f brands such as General Motors, Dunkin’ Donuts, Sealy Corp., Aflac and Stop & Shop, among many others. 

“Our clients are all seeking to create omni-channel brand experiences that can truly connect and add value across the entirety of a customer’s journey,” said Ted Nelson, Mechanica CEO and co-founder. “Bill’s expertise in comprehensively mapping a customer’s complete journey makes him the ideal lead for our Brand Experience Strategy practice.  His expertise in illustrating how the ‘experience’ a brand enables is an actual extension of how a brand is defined and positioned among consumers is a significant addition to our client offering.” 

The hire follows a string of recent new business assignments for the Newburyport, MA-based agency, including Cheer Networks, StudentDefend, T2 Biosystems, LuckyVitamin, RBM Technologies and PATS Aircraft Systems. Last September, the agency reunited with former client Saucony. 

In addition to Goff, Mechanica recently hired Michelle Arsenault and Emily Grimes as its newest brand directors.  Arsenault joined the shop after 15 years of work with agency groups in Boston, Chicago and Portland, Maine, in addition to her most recent position at Irving Oil. Grimes came to the agency after previous tours with Sam’s Club, Harvard Pilgrim Health Care, Novartis and Liberty Mutual.