REDWOOD SHORES, CA: VP Stephen Astle is leaving Applied Communications in mid-May to join FitzGerald Communications as SVP and head of its Silicon Valley office.
Astle replaces John Berard, who left FitzGerald in late March to join PR21 as MD of its San Francisco office.
"As a Boston-based agency, FitzGerald is not as well-known on the West Coast as it should be," said Astle. "I want to do something about that, and really develop its business out here."
Astle has worked for Applied for four years, and was previously at Phase Two Strategies.
"It was clear to me we needed a great leader for our office, someone at the senior level who represented the traditional FitzGerald approach, of strong strategy and excellent implementation," said agency CEO Maura FitzGerald. "Stephen fits the bill. He has worked at Phase Two and Applied, two agencies I have always admired."
FitzGerald's West Coast clients include Key3Media and Informatica.