February 22, 2012

commonground Enlists Marketing Vet Farrell to Lead Agency Development

Chicago-based marketing agency commonground (www.discovercg.com) recently hired Jay Farrell as Executive Vice President, Agency Development, for his vision, thought leadership and innovative approach to the development of multi-disciplinary marketing agencies. Farrell leads the agency's business and capability development efforts and is responsible for building and evolving commonground's offering to meet evolving client needs.

"After spending the last several years trying to retrofit agency silos into an increasingly borderless consumer world, I find myself energized by the promise and practice that is commonground," Farrell said. "Here, there is a belief system that multi culturally-inspired messaging can cross over and impact the general market (versus the other way around), and an entrepreneurial spirit that forces all of our people out of their capability comfort zones and into more relevant 360 degree mindsets."

Farrell joins commonground after spending several years in the WPP network following the sale of his own agency. He most recently served as president of G2 Worldwide Promotional Marketing. Farrell previously served as CEO of OgilvyAction in North America, building the agency's integrated marketing platform through the acquisition and deployment of groups focused in the worlds of consumer promotion, field marketing and events, sports and entertainment, digital services and shopper marketing.

"We are excited about Jay joining the team. His leadership, experience and passion have had an immediate impact on the agency," said Sherman Wright, commonground co-founder and managing partner. "Our goal is to continue to recruit, attract and grow the best talent and provide our client partners the stellar services that they expect and value from commonground."

"Jay brings a voice of reason and experience that goes well beyond his 'areas' of expertise," said Ahmad Islam, commonground co-founder and managing partner. "Successful agency development requires a dual path approach that includes focus on developing the business externally through new client and new business acquisition, but also an internal focus, driven by running a more efficient, effective and profitable business. Jay has the rare ability to deliver on both with equal levels of excellence."