Modernista May Not Be Called Modernista Much Longer

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Gary Koepke
Gary Koepke
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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.

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