• by Larissa Faw , November 17, 2020

Several industry veterans are joining forces to launch Tack NYC, a hybrid ad agency and production boutique that’s designed to provide clients with everything from creative through finished production across all channels, including broadcast work, print, OOH and digital.

Tack has assembled an experienced roster of leaders to launch this NYC-based shop. Founded by entrepreneur Ben Bettenhausen, tack NYC will be led by creative director Kristin Moore-Ganz and executive producer Hugh Broder.

While she has recently freelanced, Moore-Ganz spent time at such agencies as McCann, atelier,  Beauty @ Gotham, Grey, Publicis and others. Her portfolio includes work for such brands as Sotheby’s, L’Oréal, Coty, Maybelline, essie, Unilever Prestige, Dark & Lovely and P&G’s global Herbal Essences account.

Broder began his career on the agency side, serving at Doner, Y&R and BBDO, all in Detroit, and was then named Director of Integrated Production for the retail giant Walmart, before starting his own content production company in New York in 2007.

Most recently he was executive producer at The Underground, a New York finishing and visual effects studio.

Tack NYC’s head of client strategy, Carly Deiter, has over ten years of strategic business and marketing expertise in advertising, e-commerce and big tech, including stints with Facebook and Uber.

The point of differentiation for this agency is to combine creative savvy with full-service in-house production strength, says Broder. “Our team can tackle almost any deliverable a marketer could need, from white space concepts to branding, photography and film, copy and product naming, CG package comps, logo design, POS, cinema-graphs and gifs to OOH executions and banner ads,” he states.

Moore-Gantz adds that while the agency’s senior leaders all spent time collaborating with C-suite executives, they’re also experienced hands when it comes to the scrappier side of rolling up their sleeves and building something from the ground up. “That’s going to be one of our strong suits,” she notes. “We know how to help brands innovate and create content that sticks, across every touchpoint and every medium.”