Hill, Holliday Exec Debuts New Direct Shop

Doug Gladstone, former direct marketing executive at Hill, Holliday, Connors, Cosmopulos, has formed his own agency in Boston.

Called brand/content, the shop will offer creative strategy and execution for direct and interactive marketing communications. It will serve clients with both consumer and business-to-business communications needs.

“The agency is really created to enable agencies to have instant direct and interactive capabilities without having to build those capabilities inhouse,” Gladstone said. “So we partner with agencies to bring them those capabilities, either seamlessly or as an affiliate.”

Gladstone previously was senior vice president and creative director of Hill, Holliday's relationship marketing division in Boston.

To start with, brand/content will be led by four executives, including Gladstone. He did not name the other three who have committed to join but said they were agency creative executives in Boston.

Brand/content has undisclosed clients in categories such as telecommunications, sports marketing and financial services.

Gladstone said he is not fazed by the tough economic conditions that could make life harder for a start-up.

“I think the real opportunity that I see is for partnerships in an economy such as this where agencies ordinarily may want to build from the inside, [but] here they have a ready-made capability they can add instantly,” Gladstone said.

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