SapientNitro hires Modernista founder Gary Koepke for new brand content role

Modernista founder Gary Koepke (pictured) is joining ambitious digi-based agency SapientNitro in the new role of ‘global executive creative director of brand content innovation,’ a bit of a mouthful even by adland standards.

Boston-based Modernista imploded last year as a number of key managers upped sticks for Havas-owned Arnold Worldwide.

Koepke says: “When you have something that’s yours, you have to decide whether you are going to do something by yourself or join someone else. Before I took this job, I spent a lot of time (consulting) at Sapient. Then finally, Gaston (Legorburu, CCO) said it was time to make a commitment.”

Legorburu says: “We’re looking to put together a team that focuses on business through content innovation, not just ads. As your televisions get connected to the internet, there’s going to be a lot more video content, and we want to focus on that.”

Koepke was a member of the start-up team at Wieden+Kennedy New York in 1999 before setting up Modernista a year later. He has worked on a number of high profile campaigns including Cadillac, Hummer and MTV.

SapientNitro is good at expanding its digital offer into new areas. Koepke should be a good signing if he can adjust to not being the boss.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.