Former McCann Execs Launch LBRB Collective

Marcy Quinn Samet and Ronald Wohlman, formerly of McCann, have joined forces to launch LBRB Collective.

Prior to the alliance, Samet was McCann's chief growth and development, while Wohlman was chief storyteller at McCann Worldgroup, and earlier, chief creative officer at MullenLowe.

LBRB — which stands for left brain, right brain — focuses on helping agencies transform, pitch, win and grow business. Several are on board, though the duo are not releasing accounts at present. They count Hershey's, PlayStation and Converse among their past work.

"You can tell so much about a client by the way they tell their story. The language they use. Crafting a narrative that's brimming with creativity, makes it more compelling and engaging.... It is an art form that's long been neglected in our business, and most required in a pitch," said Wohlman. "Every agency talks about how much importance they place on creativity, and yet ironically their first encounters with prospective new clients is usually a growth team that has no dedicated creatives on staff."

Samet has led strategies for various brands, including IPG, Cigna, GSK and AB InBev. Wohlman worked onCigna and Asos at McCann. Collectively, the pair claims a 90% RFP success rate, 65% multimillion-dollar client win rate and 75% project win rate.
"Pitching is a marathon, not a sprint ... With depleted resources and pressure on agency margins, we can be their pitch pros. Their release valves. The elite squad they need to deliver the much-needed wins," added Samet.



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