DM Execs Form Firewood Agency

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Paul Huber, Bradley Hazelrigg and John Parsons, three former members of direct marketing agency Miller/Huber, have begun their own shop called Firewood.

Based in San Francisco, the agency already has won Bacardi Global Brands' database marketing business, Dewar's Finest Scotch Whisky's customer relationship marketing and California Bank & Trust's integrated marketing. Firewood also will handle advertising, direct mail and collateral for ePolicy Solutions Inc. and collateral and design for Market Compass.

"We had existing relationships that we knew would follow us to Firewood with the demise of DraftWorldwide San Francisco," said Hazelrigg, a partner. "We wanted work to be about 'work' and not about propping up the ticker symbol of one of the marketing communication holding companies."

The founders also clocked experience in shops like Hal Riney & Partners and BBDO.

Julie Riegel, who once led advertising and direct marketing campaigns at Apple Computer, has joined as adviser.

The agency aims to drive direct response while supporting brands and marrying strategy with relevant creative.

Tough times or no, Hazelrigg thinks Firewood ( has a chance.

"Now is the best time to get the two biggest line items in an agency's budget at great prices: rent and personnel," he said. "There is great talent on the streets of San Francisco these days."


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