Mauro Alencar and Geoff Edwards, Fancy no more

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Credit: Marcus Eriksson
Mauro Alencar and Geoff Edwards have flown from Fancy. The former Publicis Modem EVP/ECD and T.A.G. ECD/partner, respectively, confirmed with Creativity that they are no longer at the San Francisco agency they joined in February this year. The multi-awarded creatives had become partners/ECDs at the San Francisco shop, formerly known as Seismicom, in the hopes of bringing the promotions powerhouse to the next level of creative marketing.

Prior to their arrival, the shop already had a global presence—last year it opened an office in Buenos Aires, and it had a client lineup that included AT & T, SanDisk, Leap Frog, Wells Fargo and Haagen-Dazs. But its leaders were looking to take it to the next level. "Seismicom was a successful business for us for almost nine years, but no one knew what we did," CEO David Flaherty told Creativity in February. The agency's goal was to "go far beyond the traditional," and "bringing in world class creative talent to the groundwork we've already laid down for nearly a decade sends a message," he said.

For Alencar and Edwards, that meant everything from refreshing the agency's brand—the pair came up with the name Fancy, to evolving its culture and raising the bar on client work. They even had long term aspirations of expanding the Fancy footprint into its own IP and products. The pair also had started to bring in agency talents, including former Deutsch creative DJ Neff and former TBWA/Chiat/Day, L.A. and McCann Worldgroup/T.A.G. S.F. creative Mark Krajan.

Alencar and Edwards would not disclose details of their departure.
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