Three M Booth execs leave agency to start own venture

NEW YORK: Three M Booth executives have left the firm to start their own communications agency.

NEW YORK: Three M Booth executives have left the firm to start their own communications agency.

Josh Rosenberg, SVP and head of M Booth's digital and social media practice FirstWord Digital; Brad Laney, SVP and head of the consumer tech practice; and digital VP Rob Longert left the agency on May 15. They are planning to launch their venture this fall, Rosenberg said.

M Booth SVPs Dana Hudon and Matt Hantz will assume leadership of the firm's digital and social media practice, while Andrea Conrad will direct the consumer tech practice, said M Booth CEO Margi Booth.

“I'm very excited for them and think it's a great opportunity. I wish them all the best,” Booth said of the departing executives.

Rosenberg, Laney, and Longert will run their firm out of New York. The new venture does not yet have a name or clients, but the goal is to form “a new kind of communications agency,” Rosenberg said.

“We're taking the next few months to build something that is like no other [firm],” he said. “We are all entrepreneurs at heart, and we wanted to try to create something that's never been around before.”

Rosenberg worked at M Booth for 12 years and founded the digital team in 2007. Laney joined the firm 11 years ago to start the travel and lifestyle practice, and he led the consumer tech team for the past six years. Longert spent three years at M Booth. The trio has worked with clients including Unilever, American Express, Foursquare, Airbnb, Zynga, US Virgin Islands Department of Tourism, whiskey brand The Macallan, and Krug Champagne.

“I wanted to start my own agency and do something out on my own that's totally different. We're all at points in our career now where we can make that happen,” Longert said. “The timing was right, and I'm doing it with two people who I've had great success with.”

The firm will focus on the earned media space, Longert added.

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