New York Strategy Director for Novartis

Alex Yenni has joined Blast Radius New York in the role of Strategy Director, effective immediately, the agency announced.

Yenni will be working primarily with the agency’s portfolio of Novartis brands as well as new business. He will be reporting to Brenda Fiala, Senior Vice President of Strategy.

He was most recently at SapientNitro New York, where he was the lead digital planner for vitaminwater (including the recent #MakeBoringBrilliiant campaign), as well as social strategist on NASCAR, BBVA and other Coca-Cola brands including Minute Maid and Seagrams Ginger Ale. He has also led strategy for large consumer brand portfolios at Mediacom and Vonage.

Fiala said, “Alex brings a wealth of campaign experience as well as deep social knowledge to Blast. We’re keen to bring his new perspective to our work.”

About the move, Yenni adds, “I’m looking forward to Blast’s first class interactive team, and building on the agency’s long tradition of tight integration between strategy and creative.”

Managing Director Wunderman Toronto

Wunderman has named Steve Harmer as managing director of Wunderman Toronto, effective immediately. Harmer will provide global and regional clients with the combined resources of Wunderman, Blast Radius and KBM Group. The move comes in the wake of Wunderman’s service offering realignment announced in March. Harmer will report to Kass Sells, president, Wunderman, North America.

Harmer takes over from Nancy Melcher, who acted as Toronto’s managing director for the past two years. Most recently, he has served as general manager for Blast Radius’ Toronto office, where he will continue to lead a team of digital-savvy professionals to bring high-caliber strategic communications thinking to a wide range of clients. Harmer inherits a client roster that includes Microsoft, Kraft, and BRP, among others, as well as coordinated efforts with Y&R Advertising in Toronto.

“What makes Steve the right person for this intra-agency offering is both a strong discipline background across consumer engagement, branded content and data, as well as expertise in digital for our clients,” said Sells. “Better, he is a leader of people and teams and is hands-on in the work of making great creative that drives strong business results for our clients.”

Commenting on the decision to move forward, Wunderman chairman and CEO Daniel Morel said, “Steve is an assertive, progressive, forward and future-leaning leader. He will bring the full power of Wunderman to our clients and their business. Best of all, he is a Toronto native who loves Canada and has a passion for doing great work for both Canadian and global companies.”

Days of Communication

Blast Radius Paris Senior Strategy Director Branislav Peric will be speaking at the Days of Communication festival in Rovinj.

Days of Communication
“The Economy of Scale in Digital”
Rovinj, Croatia
May 16-19, 2013

The New York Times

Blast Radius SVP of Strategy, Brenda Fiala, comments on the recent Dove campaign “Dove Real Beauty Sketches” in The New York Times.

It hits on a real human truth for women,” Ms. Fiala said. “Many women undervalue themselves and also the way they look.”

Read the full article.


Blast Radius SVP of Strategy, Brenda Fiala, commented on New York City’s recent competition to design “micro unit” apartments for urban singles in “Single-Minded Marketing: A Multitrillion Dollar Opportunity” on

It’s worth it as a CMO to take at a look at your creative and think: What’s your target audience and what percentage of our advertising is connecting to those groups?” said Brenda Fiala, SVP of strategy at Blast Radius, a digital agency with clients including Bacardi and Nike.

Read the full article.

WPP — Leaders in Advertising, Digital, Relationship Marketing.