Golin names Tercek executive creative director

LOS ANGELES: GolinHarris has hired Charlie Tercek as its new executive creative director, filling the role left vacant by James Kelly, who left last year.

LOS ANGELES: GolinHarris has hired Charlie Tercek as its new executive creative director, filling the role left vacant by James Kelly, who left last year.

Tercek joined the agency January 7 and is based in its Los Angeles office. He reports to Gary Rudnick, president of the Americas at Golin.

Tercek will be responsible for leading the agency's global creator community, which consists of its local creative directors. He will manage the development of creative ideas for existing clients and new business opportunities.

All of Golin's local creative directors have a dotted-line report to Tercek, as well as their local MDs.

Tercek said “a big part” of his role is to be a “creative cheerleader” at the firm.

“Clients do not just want the traditional stuff, and I'm here to make sure we make the most of every creative opportunity that crosses our path, with the end-goal of being the most creative PR agency in the world,” explained Tercek.

He replaced Kelly, who left Golin last September to join Ketchum as EVP and global director of strategic and creative planning for P&G Worldwide a month later.

Tercek has been working as a freelance copywriter and creative director for the past year. Prior to that, he worked at California-based marketing firm Neighbor Agency, where he was creative director between 2012 and 2010.

He has also served as creative director at startup Serial and executive creative director at McGarry Bowen.

Tercek is best known for writing and producing IBM's “Solutions for a Small Planet” campaign when he was creative director at Ogilvy & Mather between 1995 and 1997. The initiative launched in 38 countries and is now part of the permanent collection at the Museum of Modern Art in New York.

Tercek has also written movies for the Disney Channel and spent three years as an executive writer for TV's Sabrina, the Teenage Witch.

“What attracted me to PR is it seems to be undergoing a revolution with the line between PR agencies, advertising agencies, and production agencies blurrier than ever,” he said.

His appointment comes 18 months after Golin began a major restructuring based around four areas of expertise rather than traditional PR silos, called the “g4 model.”

GolinHarris looked externally to fill the creative director role as it grows its global creative staff.

In addition to Tereck's appointment, GolinHarris has hired Ron D'Innocenzo, former creative director at advertising agency Draftfcb Chicago, for the newly created role of executive creative director in its Chicago office.

The agency has expanded the role and responsibilities of Charlie Coney, UK creative leader, across Europe. Coney will work closely with Tercek on growing its co-creation portal Bright Collective.

GolinHarris has promoted Max Wild to the role of executive creative director for the UK, with him assuming some of Coney's UK responsibilities.

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