Apple Hires Another Senior Ad Agency Exec for iAd

Carrie Frolich, Rising Star at WPP, Jumps Ship for Steve Jobs' Mobile Ad Network

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Apple has been quietly staffing up a sales force in New York for its iAd mobile ad network. Now it has landed another: Carrie Frolich, former head of digital for MEC and a rising star at ad holding company WPP.

Ms. Frolich has joined Apple as head of agency relations, reporting to iAd chief Andy Miller, who in turn reports to CEO Steve Jobs.

Carrie Frolich
Carrie Frolich

It makes sense: At the agency, Ms. Frolich was an early adopter of iAd and cut deals through MEC for many of Apple's earliest ad clients, including AT&T, Citi, Chanel and Campbell's Soup. Reached by phone, Ms. Frolich confirmed the move but declined to elaborate.

Moving to Apple can be complicated for agency and ad sales execs, as these communications professionals find themselves locked in a culture of secrecy. IAd execs attend industry events, but don't speak. They're tasked with selling Apple to marketers but are banned from speaking to the press.

Ms. Frolich got her start in digital at Organic and then moved to MEC, where she played a key role in bringing AT&T's digital business to the agency.

With Ms. Frolich moving to Apple, Twitter is losing a powerful ally. The ad exec cut the first deal with Twitter long before the service launched its own standardized ad products. Called "Title Tweets," the deal with AT&T and CBS created a page for Twitter messages about the NCAA's college basketball tournament.

In addition to leading MEC's North America digital business, Ms. Frolich was a key deputy at the holding-company level for Group M Interaction chief Rob Norman. Recently, she developed a five-year plan for the media agency. MEC has not yet announced a replacement.

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