Modernista! Announces New Leadership


Independent Creative Agency Names Matt Howell President, Alex Hesz Managing Director; The Pair Joins Gard, Liu, Teo in Restructured Management Team

Last Updated: September 27, 2010 5:14 pm GMT
(Boston, Massachusetts--September 27, 2010) Creative Agency Modernista! has named Matt Howell President and Alex Hesz Managing Director. Howell and Hesz will sit in a flat management team alongside Sebastian Gard, Director of Social Media, and Davi Liu and Xavier Teo, Creative Directors. Modernista! Founders and Executive Creative Directors Gary Koepke and Lance Jensen will continue to be the driving creative and cultural forces behind the agency.

Said Koepke, "Under my interim presidency, we cast aside the old agency model and became something much more valuable; a true Creative Agency, not a channel shop. So as Lance and I step aside to go back to what we do best -- shaping the 'product' of Modernista! -- we're trusting in a leadership team which is in itself an illustration of how Modernista! is different."

Howell is a leader in agenda-setting marketing strategy who has worked on brands from Sony to Prada to Nike, Ericsson, Cingular and more. He arrived at Modernista! as Chief Interactive Officer to run the interactive practice, where his first act was to dissolve the group, integrating interactive thinking into the heart of the agency's offering. Howell had previously been a group director at R/GA where he ran the Nike+ project, and was recently named to the Board of Directors of Boulder Digital Works, where he is an ever-present speaker.

Hesz joined Modernista! as Client Services Director in June 2010 before being promoted to Managing Director. He was previously at DDB London where he ran the Nestle UK business and the Guardian newspaper's digital account. While at BBH, Hesz oversaw brands including British Airways and Johnnie Walker, and worked on two campaigns recognized with Cannes Gold Lion awards. Hesz is the author of Guilt Trip, a book about brands and corporate responsibility that resulted in a cover feature he authored for Marketing Week. He holds a double first class degree in English Literature from Oxford University.

New Work
After a competitive review process that included some of the industry's top ARG specialist agencies, Showtime picked Modernista! to orchestrate an ambitious Alternate Reality Game to promote Season 5 of its flagship series "Dexter," which premiered Sunday, September 26. The work comprises more than 60 components, with Modernista! producing everything from websites ( and ) to short films, photography and the construction of a kill room and murder scene at Comic-Con -- all in-house. The elements promote a massive SCVNGR mission for the 'The Infinity Killer' that launched at this year's annual pop culture confab. The work is live now and runs through September.

Other new work Modernista! is engaged in includes an innovative online/offline gaming platform for Nickelodeon's The Big Help that encourages kids to help others in the real world by rewarding them with social value they can share with peers online.

About Modernista!
Modernista! is a full-service, fiercely independent Creative Agency based in Boston. With deep, mixed skill sets our people thrive in the world of unlimited channels, tapping whatever platform is the most appropriate. Modernista! was founded in 2000 by Gary Koepke and Lance Jensen, who continue to steer the creative and cultural direction of the agency.


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