G2 Worldwide, a WPP Group property, is expanding its promotional marketing group in the US. The agency has appointed Joe Lagattuta as VP, group creative director and consumer promotions specialty lead to help run the group.
In his new position, Lagattuta will be responsible for guiding and developing the group’s expanding consumer promotions capability across the North American region, working closely with Jay Farrell, president of G2 Promotional Marketing. The promotional marketing group has been expanding its efforts and taking a more holistic approach since Farrell joined G2 in February.
“The promotions department has existed as a capability within G2 but it in the past it has not been treated as a specialty,” said Farrell. “What we are trying to do is to find the tools and the people to make it a stand alone capability.”
This comes as a part of G2’s overall restructuring, which began last October when John Paulson, the former head of G2 Interactive, was promoted to the newly created position of CEO at G2 US and Wendy Lurrie joined as president of G2 Direct & Digital’s relationship marketing unit.
The idea behind this restructuring is to make the agency’s approach to the different disciplines work more closely and more holistically.
“At G2, we have all of these legitimate capabilities across disciplines such as interactive, branding and design, promotions and interactive. When clients come to us, they need people who think at a more 30,000 foot level and have a more holistic view,” said Lagattuta.
One such example of this is the fact that the promotions department has been working on the Heineken account, which was originally won by the brand and design group in New York.
The promotions group will be run out of G2’s Chicago office, but it will expand efforts across offices depending on client needs.
