MullenLowe has appointed former Converse Chief Marketing Officer Geoff Cottrill as president of its Boston headquarters.
Mr. Cottrill, who stepped down from his role at Converse in February, will join the agency in May and report to MullenLowe U.S. CEO Lee Newman. He succeeds Kristen Cavallo, who shifted away from the president role due to personal matters last September. Ms. Cavallo is still working at the shop in a position focused on client relations, agency growth, talent development and thought leadership.
After working on the client side of the business for his entire career, Mr. Cottrill decided to make the jump to the agency world for “a brand-new challenge,” he said.
“I think I offer a unique perspective and some level of empathy with the clients as we’re working with them in terms of understanding the seat they’re sitting in and the pressures they’re under,” said Mr. Cottrill. He added that some of the most exciting relationships he’s had over the years have been with agency partners, particularly when working with them toward the same objectives.
Mr. Cottrill said he chose MullenLowe because he was “really impressed with the culture at the agency and the idea that they’re a creative and innovative company with a great client list and collaborative culture.”
While searching for the right person for the president role, MullenLowe sought an executive who would bring a different perspective to the agency, said Mr. Newman.
“[Mr. Cottrill’s] has an incredible resume, experience and track record of awesome,” added Mr. Newman. “When you look at what he’s done and how he’s done it, it really matched up well with the agency we are and the agency we want to be. It’s all through innovation, being connected to pop culture and getting into the conversation in very unique and different ways.”
In addition to his expertise, Mr. Newman said Mr. Cottrill fit well into the shop’s culture.
One of Mr. Cottrill’s first objectives is to better understand MullenLowe’s current model and figure out how to evolve it to make sure the office continues to drive great creative and innovation. He will oversee about 500 staffers in Boston, which is one of the largest of MullenLowe’s 90 global offices.
During his eight-year tenure, Mr. Cottrill was responsible for the marketing behind the Nike-owned lifestyle brand’s four consumer product segments, including Chuck Taylor, CONS, Jack Purcell and Converse Kids. He’s also held marketing roles at big name brands, such as Coca-Cola, Starbucks and Procter & Gamble.
Earlier this month, MullenLowe won the USAA account, and in March, the shop was named global creative agency of record for all 12 of Hyatt’s brands, following a competitive review.
“We have been fortunate enough to add quite a bit of business in the first half of the year, so the second half of the year will be a little more dedicated to our existing client businesses and focusing on their business and growth, and at the same time, evolving and sharpening our product offerings,” said Mr. Newman.
MullenLowe also recently shifted Marc Kempter from director of account management to director of operations, and Bruce Gold from group account director to director of account management.