Todd Tilford joins Grey, New York as ECD

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Todd Tilford
Todd Tilford
Continuing an effort to re-invent the agency's creative department that began in September 2007 with the hiring of Tor Myhren as chief creative officer, Grey, New York has announced Todd Tilford as its newest executive creative director. Tilford, who founded the Dallas-based creative shop Pyro in the 1990s, comes to Grey after two years of consulting. This last year was largely spent with his brothers' St. Louis-based agency CORE, while in 2007 he worked closely on key accounts with Crispin, Porter + Bogusky, most notably the agency's Nike Running work.

We spoke to Tilford about why he chose to join Grey, where he sees the shop going and more.

What made you want to come to Grey, NY?
I talked to a lot of people in a very short amount of time, and there was a lot of great opportunities out there.

I started meeting (people) here, like Don (McKinney, ECD/director of digital development), and was just really impressed with the people, the ideas and the transformation that's been happening. It just felt like the place I needed to be. I'm really excited for the opportunity.

The restructuring of the creative department that began with Tor is still an ongoing process. How much was joining at such a building stage part of the attraction?
I've always been a person who enjoyed being part of the transformation of something, and certainly Tor and the people at Grey have started that here. My impression was there are some really smart, talented people here and some smart things starting to happen. It just felt like a situation where I felt I could come on board and really help the people here continue that transformation.

What do you see as Grey's current strengths and how do you see the creative department evolving?
I think the creative department is in the process of re-inventing itself and I think it's a good time for that to be happening. Because I don't think there is any agency out there that isn't involved in some sort of transformation right now anyway. So the planets are aligned well to, while we're trying to increase the level of the creative product, try and figure out what that next generation creative department will be.
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