• by Fern Siegel , November 10, 2022

Portland, Ore.-based integrated marketing agency CMD spun off Hijinx as an independent shop focused on gaming, sports and lifestyle.

CMD President Kevin Thomas credited the split to the company developing two distinct brands and capabilities, suggesting it was time to refocus.

CMD will continue to offer digital strategy, branding, creative content, analytics, as well as social and paid media. The broader team is led by managing directors Steve Rutherford (client services & strategy), Brian Unflat (group creative director) and Mary Linn (operations).

Hijinx is led by managing director-executive creative director John O’Connell, Andy Cale, creative director, and Adam Poe and Marie Hirsch, managing directors. It credits its mission with injecting a spirit of play to campaigns and team culture.

O’Connell said: “We’re ready to break through as our own brand entity and build, innovate and produce new moments in ways that only we know how.”

Hijinx will maintain its 10-year partnership with Microsoft its various products, including Surface, its NFL partnership, Xbox and other sports and culture initiatives.