Tim McHale, former chief media officer at interactive shop Tribal DDB Worldwide, and Tom Hespos, ex-chief Internet strategist at ad agency Mezzina Brown & Partners, launched Underscore Marketing LLC.
Based in New York, the new agency will focus on cross-platform strategy and services. Clients 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.
Both executives will tout their experience in online and offline marketing and media. The agency's focus is on the packaged goods industry for advice on media planning.
