Underscore Marketing OpensTim McHale, former chief media officer at interactive shop Tribal DDB Worldwide, and Tom Hespos, former chief Internet strategist at advertising agency Mezzina Brown & Partners, have launched Underscore Marketing LLC.
The new agency, based in New York, will focus on cross-platform strategy and services. Clients that have signed on include the Interactive Advertising Bureau, Internet service provider OpCenter.net, two small ad agencies and a media firm.
"Our core objective is to change the lopsided approach of how most media plans are planned today," said McHale, Underscore's CEO.
Hespos is president of the new company.
Both executives will tout their experience in online and offline marketing and media. The agency is targeting marketers in the consumer packaged goods industry for advice about media planning.