Nearly three months after Modernista co-founder Lance Jensen suddenly bolted for crosstown Boston shop Hill Holliday, his former partner, Gary Koekpe, is at a crossroads.
Speaking to Ad Age exclusively, Mr. Koepke, the agency's co-founder and executive creative director, said that in the short term he will either shutter the shop he started a decade ago with Mr. Jensen or embark of a massive rebranding of the agency that will include a shedding of the Modernista name.
"Lance left. It changed everything, and something great we made together. I still respect him immensely. He chose to go to Hill Holliday, and I'm choosing to change the vision of what I want to do, and whether it's called Modernista anymore doesn't matter."
Asked whether he plans to forgo the current office space on Kingston Street in Boston, Mr. Koepke said: "I don't know all those answers yet." Currently, Modernista counts roughly 45 staffers, and clients include Sears, 20th Century Fox and snack company Food Should Taste Good.Read of the rest of the story on AdAge.com.