Shift taps Buhler as first creative director

BOSTON: Shift Communications has appointed Pete Buhler, former VP of creative services at Cone Communications, to serve in the new role of creative director.

BOSTON: Shift Communications has appointed Pete Buhler, former VP of creative services at Cone Communications, to serve in the new role of creative director.

Buhler, who is reporting to Shift president Amy Lyons, is responsible for growing the agency's creative department and enhancing its creative offerings. Based in Boston, he began working at the firm on May 20.

Todd Defren, CEO of Shift, said he decided to bring Buhler on because of the “voracious appetite across the client base for content creation and content marketing.”

He said that while the agency is “superb” in content marketing, it outsources its content creation, and it wants the ideation process to happen in-house going forward. He added that Shift may still outsource some work.

Defren said Buhler has a roster of creative freelancers he can tap for help on accounts, but the firm anticipates growing the department to two or three staffers in the next year. If client demand increases more for creative services, Shift will grow the unit to match demand, he said.  

In addition to infographics, Buhler will work on experiential, video, and email marketing, where the firm creates identity packaging for custom email blasts. He will also lead creative work across Shift's New York, Boston, and San Francisco offices.

Shift met with a number of creative professionals for the role, and Defren said that while all of them had “raw creative talent,” Buhler stood out because he understands the needs of the business and how to make compelling client presentations.

During his five years at Cone, Buhler developed and oversaw the firm's creative team. Previously, he was the creative director of frozen drink company Island Oasis. 

This story was updated on June 6 to clarify a Defren quote. He said the firm sometimes outsources content creation, not content marketing.

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