Publicis Modem Adds Hotshot Creative Director

Digital Shop Nabs Organic and AKQA Vet Mauro Alencar

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NEW YORK (AdAge.com) -- Award-winning digital executive Mauro Alencar will take over as Publicis Modem West's executive creative director, the agency announced yesterday -- and he already has big predictions for the San Francisco-based digital shop.
Mauro Alencar
Mauro Alencar

"The plan is to be considered the top creative shop in this industry," Mr. Alencar said.

The position, a new one at Publicis Modem, underscores a commitment to creative leadership in digital, CEO Martin Reidy said.

Earlier this year, as Publicis the holding company integrated its Digitas acquisition, it made Modem Media, previously part of Digitas, the digital arm of its Publicis Worldwide agency. The shop was renamed Publicis Modem. Prior to the integration, Modem was primarily a digital media shop; the merger was intended to inject some digital DNA into Publicis Worldwide. Adding Mr. Alencar is seen as a major creative coup for Publicis Modem.

Leading creative strategy
Mr. Alencar, 32, most recently worked as Organic's West Coast executive creative director, where he led creative strategy on accounts such as Mitsubishi, Sprint, Chrysler/Dodge/Jeep and Geek Squad. Previously he worked at AKQA, where he led the digital launch of the Xbox 360.

"Mauro's ... portfolio boasts some of the best-known and most highly awarded creative in the business," Mr. Reidy said. "When a talent of Mauro's level joins Publicis Modem, it really speaks volumes about our future opportunities."

Mr. Alencar said he's ready to embrace a new future at Publicis Modem.

"[I want to] dial things up a bit," he said. "It's been very refreshing to see there is an alignment between what I believe is the right way of doing things creatively and what the people who are already there do."
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