Genna Franconi has been named CEO of employee-owned sibling agencies 22squared and Trade School, both part of Atlanta-based Guided By Good.  

She succeeds Erica Hoholick in the 22squared role. Hoholick parted ways with the agency last year. Executive chairman Richard Ward had been filling in on an interim basis.  

Franconi has led Trade School since she founded the content creation specialist five years ago. The agency’s focus is on building personalized content at scale. Before that she spent nearly eight years at 22squared, holding senior account, strategy and social media roles.  

As CEO at 22squared, a top priority is expanding the agency’s full-service media and analytics offering, the agency indicated. The group currently manages $375 million in measured media placements annually.  

Prior to joining 22squared, Franconi led the CPG and lifestyle practice at New York-based agency ATTN.   

“Genna’s tenure at 22squared and success in building Trade School ... gives her the institutional knowledge and innovative skills to lead both agencies and take them to our next level of growth,” stated Ward.  

22squared has worked with brands like Publix Super Markets, Baskin-Robbins, Southeast Toyota, and Grammarly.  

Trade School has worked with clients such as The Home Depot, FedEx, MailChimp, Southwest Airlines, and Advent Health.