Shinebox, the Minneapolis-based brand agency, has announced a new president and group creative director – both veterans of the Twin Cities agency market.   

Laura Etches has been appointed president, the first non-founder president at the agency. Shinebox founder Randy Larson remains CEO. Shawn Pals has been appointed to the new role of group creative director.  

Etches was previously vice president, marketing for the Nerdery and healthcare giant Prime Therapeutics. Earlier she was CMO at Martin Williams and Havas Chicago.  

Pals joins Shinebox after 15 years at Yamamoto where he served as executive creative director. At Shinebox, Pals is charged with managing the agency’s creative work fot brands like 3M, Boston Scientific, eHealth, Skaalven liquor, Neogen and Kardion, and more.  

The appointments are part of what the agency called a “strategic realignment of senior talent” following a near tripling of growth over the past 24 months.   

Etches and Pals join as Shinebox expands into new headquarters in the North Loop of downtown Minneapolis.