Quiksilver Snags Marketing Chief From Its Agency of Record

Greg Perlot Heads to Apparel Maker From 72 and Sunny

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SAN FRANCISCO (Adage.com) -- Quiksilver, looking to grow its customer base beyond its surf, snow and skate-boarder roots, has hired Greg Perlot, strategic director and co-founder and partner of its Los Angeles shop 72 and Sunny, as its top American marketing director.
Greg Perlot
Greg Perlot

Mr. Perlot, 44, will become senior VP-marketing of Quiksilver Brands Americas, reporting to its president, Steve Tully. Mr. Perlot has been working as a "creative consultant" to the company for three years, the company said in announcing the hire.

Quiksilver has "an opportunity to have a vital relationship with a broader audience," said Mr. Perlot. "Quiksilver is not just for surf, snow and skate boarders anymore," he said.

Mall competition
Quiksilver faces competition not just from Oakley, O'Neill and other brands focused on one of its market segments, but from mall specialty stores such as Hollister, which features Southern California surfing slogans. Quiksilver has recognized that its culture embodies "universal truths such as freedom, individuality and a restlessness for adventure," said Joshua Katz, marketing communications director, Quiksilver.

According to TNS Media Intelligence, Quiksilver spent $9 million last year and $7 million for the first eight months of this year. Almost all of that was for magazine advertising, with a small amount for outdoor. The company's market cap is $1.4 billion; sales for the past four quarters totaled $2.5 billion.

Mr. Perlot and three partners, John Boiler and Glenn Cole, each creative director and co-founder and partner, and Robert Nakata, design director and co-founder and partner, founded 72 and Sunny in 2004 with offices in Los Angeles and Amsterdam. Mr. Perlot met the group when he worked as a Microsoft marketing executive and the others were at Wieden & Kennedy, Microsoft's agency at that time.

Built buzz
The shop, now with 50 employees, generated buzz in the U.S. with its campaigns for European upscale baby-buggy maker Bugaboo. Other clients include Cherry Coke, Nike Plus, Avia, the Discovery Channel and G4 TV. It handled the launch of Microsoft's Zune player, developing its Zune Arts campaign.

"We┬╣ve long passed the point where 72 and Sunny is about the partners," said Mr. Cole in a statement issued by the agency. "We've cultivated an amazing group of leaders here that will get to spread their wings even more now."

Mr. Perlot handled new business. Those duties now shift to Alex Schneider, 72 and Sunny brand director.

Mr. Perlot, a Hermosa Beach local and Surfrider Foundation director, said he has divested his financial stake in the independent shop because he wanted to work with Quiksilver without raising questions of conflict of interest. When asked whether he would, like many new marketing directors, call for an agency review upon taking his position, Mr. Perlot said "I don't think that's the way I'd approach it" even if his ad agency wasn't his previous employer.
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