Execs & Accounts: Tribal DDB, Hearst Digital, Tribal Fusion

Tribal DDB Worldwide has appointed David Hernandez to the dual role of managing director and executive creative director for the Chicago office. Hernandez joins Tribal DDB from OgilvyOne, Chicago, where he was Senior Partner and Executive Creative Director. In his new role, he will lead the office and all creative development for Tribal Chicago, which works with brands including McDonald’s, Jones Apparel Group, and State Farm.

Hearst Magazines Digital Media has partnered with “fragrance guru” Michael Edwards to launch an interactive fragrance finder tool. The Fragrance Finder is aimed at helping consumers find their ideal scent, and will appear across Hearst’s women’s, teen and men’s networks, including Web sites for Cosmopolitan, Esquire, Good Housekeeping and Harper’s Bazaar. The database itself was created in conjunction with 3P Technology.

Online ad network and sales rep firm Tribal Fusion has appointed Donnovan Andrews as VP of strategic development. Leaving his own performance-driven agency, Performance Bridge Advertising, Andrews will now focus on further establishing Tribal Fusion’s offering for agencies and brand advertisers. Prior to starting Performance Bridge, Andrews managed media planning at DDB Worldwide (now OMD).

E-mail marketing services provider e-Dialog has appointed Laura Saati as group director, retail. Prior to joining e-Dialog, Saati served as vice president of account services for Harte-Hanks Direct Marketing. In her new role, she will be tasked with leading e-Dialog’s global retail practice, managing results-driven e-mail and cross-channel marketing initiatives for the company’s 100 retail clients.

Euro RSCG Edge, a digital and direct response agency, has hired Greg Johnson as president. Johnson joins from First Marblehead Corporation, a client of Euro RSCG Edge, where he served as executive vice president, chief marketing officer. Johnson will now be tasked with enhancing the level of strategic thinking Edge provides across its wide range of direct response offerings.

Digital agency Organic has partnered with independent energy company Hess Corporation to help develop a number of tools for Hess employees and customers. Amongst the initiatives are a new public-facing website, a social media-friendly intranet, and digital billboards throughout Hess facilities.

Inflection Point Media (IPM) is launching an intent-driven ad network designed to identify and reach pre-qualified B2B audiences. The IPM network will make use of search and behavioral data to retarget audience segments with proven purchase intent. Partner sites include American City Business Journals� network, SBTV.com, and StartUpNation.com

Situation Interactive has launched a digital campaign in support of “9 to 5: The Musical,” the new Broadway show based on the acclaimed movie staring Dolly Parton. The campaign includes a Flash-based casual game in which users can “shoot their boss,” and also offers users the ability to send personalized e-cards to friends, co-workers and colleagues featuring a recorded message from Parton herself.

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