Huge Creates New Global CMO, Client Services Roles

CEO Says New Positions Will Help Digital Shop Serve As Lead Agency For More Clients

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Huge has elevated Managing Directors Patricia Korth-McDonnell and Eric Moore into the newly created global roles of chief marketing officer and president-client services, respectively.

Patricia Korth-McDonnell, new global CMO at Huge
Patricia Korth-McDonnell, new global CMO at Huge Credit: Huge

"We're at the stage now where increasingly agencies like ours have a lead agency relationship with clients across broad marketing and brand strategy, not just digital, so we thought it was important to have a CMO position that really reflects those capabilities that we're offering in the marketplace," said Huge CEO Aaron Shapiro.

He added that the firm has been in the lead agency position for clients more often, which includes creating TV spots. The trend is "recognition that our job is to partner with our clients to help them succeed in the modern economy," regardless of the channel where platforms, campaigns, or experiences are showcased, he said.

Huge's work has evolved from one-off digital projects to much broader assignments for a number of clients, including Fiat Chrysler Automobiles, Canada Goose, Hulu, Morgan Stanley and Kohl's. The firm also was hired this year by HP after the company separated into two businesses to help launch HP Inc.

Ms. Korth-McDonnell, who has been with Huge since 2006 and has overseen its West Coast offices in Los Angeles, Portland and the Bay Area, will focus on further developing the firm's brand, marketing and thought leadership efforts. She will also be integral in helping Huge figure out how it "can play a meaningful part" in where marketing is going in the future, said Mr. Shapiro.

The agency will name a managing director on the West Coast to succeed Ms. Korth-McDonnell soon.

While Ms. Korth-McDonnell will handle global new business and the firm's marketing and communications teams, Mr. Moore will offer strategic guidance on existing client relationships worldwide. Mr. Shapiro said the role was necessary for Huge because it has "much deeper and more strategic relationships" with its clients than in the past.

Both Ms. Korth-McDonnell and Mr. Moore report to Mr. Shapiro.

Additionally, Huge hired Jeff Brooks, previously chief commercial officer at MDC's Assembly, to serve as president of New York. Mr. Brooks will succeed Mr. Moore, but the newly titled position has expanded to include the oversight of several global disciplines led out of New York, such as media and social. He also reports to Mr. Shapiro.

The new appointments come six months after Casey Sheehan, the digital agency's former account lead on Apple, and the shop's Global Creative Director Jon Jackson, decamped to join Work & Co, which was opened in May 2013 by a number of former Huge executives.

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