The Shipyard has hired industry veteran William Gelner as its new chief creative officer, following a restructuring that unites the firm with its two other agency holdings, Fahlgren Mortine and Turner, in one operating collective.

Gelner, who started at The Shipyard on Feb. 3, most recently ran his own agency, Gelner & Friends, for two years. Prior to that, he held the CCO role at four agencies—Special U.S., Engine, Trailer Park and 180LA—over a 15-year span.

The appointment comes amid changing times for Columbus, Ohio-based The Shipyard. The agency last week announced the creation of The Shipyard Collective, an operating model that brings PR shop Fahlgren Mortine, which it acquired last year, and travel, tourism and lifestyle marketing firm Turner into one group with The Shipyard agency itself.

CEO Rick Milenthal said the goal is to integrate the agencies’ creative, media and PR offerings into one and focus all the work through the lens of creativity.

“The addition of Will drives creativity forward at The Shipyard,” he said. “Since The Shipyard’s founding [in 2014], we’ve grown with creativity at our core by breaking silos with a nimble and innovation-driven approach. Will is one of the most accomplished innovative and creative leaders in the business, and he will have an immediate positive influence for our clients.” 

With Gelner’s arrival, David Sonderman, previously The Shipyard’s CCO, takes the role of managing partner at The Shipyard Collective, leading the integration of digital, strategy and creative operations across all three brands.

Gelner said he was drawn to Milenthal’s vision for the group.

“At heart, I’m a builder,” he said. “Whether it’s building brands through innovation and creativity, growing agencies or finding talent and helping build up their careers, I love building. That’s what one does at a Shipyard, and that’s what I aim to do with my phenomenal partners here. I am beyond excited to join the team and look forward to jumping in to find new, creative and impactful ways to deliver on The Shipyard’s commitment to ‘engineering brand love.’” 

The Shipyard’s client list includes Prestige Consumer Healthcare, Visit California, San Diego Tourism Authority, Ohio State University Wexner Medical Center and San Diego Zoo and Wildlife.

Along with The Shipyard’s Columbus headquarters, The Shipyard Collective has offices in Denver, Miami, Chicago, New York, Boise, Idaho, Cleveland and Dayton, Ohio, and San Diego and Sacramento, California.

Gelner will be based on Los Angeles but travel frequently to Columbus and other agency offices.