Integrated Marketing Firm, CMD, Announces Repositioning and Split-off of Creative Advertising Agency, Hijinx

Integrated marketing agency CMD, announced a strategic company repositioning that focuses on its evolving work across the enterprise, financial and technology verticals. The new positioning reflects CMD’s efforts to simplify the complex and help not only its Fortune 100 clients navigate sophisticated markets but also their customers’ intricate buyer journeys.

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In addition to CMD‘s repositioning, the agency will also split off Hijinx, a consumer advertising and brand outfit focused on gaming, sports and lifestyle. The independent shop previously operated as a specialized group within CMD.

“Over the past decade, we’ve organically developed two distinct brands and capabilities under the same roof,” said CMD President Kevin Thomas. “Given the current state of the industry, where we found our strengths, and the client bases that we are serving, it was clearly time to refocus CMD and launch an entirely new agency with Hijinx.”

CMD’s marketing solutions, expertise and capabilities will continue to include digital strategy, branding, creative content, analytics, as well as social and paid media. The broader team is led by managing directors Steve Rutherford (Client Services & Strategy), Brian Unflat (Group Creative Director) and Mary Linn (Operations).

Rutherford stated, “Where CMD truly shines is its proven expertise in making the complex simple and accessible through brilliant ideas, better paths, and meaningful results.” He continued, “The depth and breadth of CMD’s experience across tech, finance, and smart home is unmatched and we’re proud of that.”

Hijinx evolved as a result of the continued growth, client demand, and opportunity, with pop culture at its foundation, across gaming, sports and lifestyle brands. The agency’s mission is to bring the spirit of play to life through client campaigns and team culture.

Hijinx is led by Managing Director and Executive Creative Director John O’Connell and Managing Directors Adam Poe (Client Services) and Marie Hirsch (Operations). The leaders each offer more than 20 years of experience across the areas of advertising, storytelling, filmmaking, design, creative direction and sales in gaming, sports or entertainment. The offshoot’s broader staff includes marketing specialists across research, creative strategy, copywriting, production and more. Andy Cale will continue in his role as Creative Director.

“Our team continues to deliver special offerings and experiences to our partners and their consumer audiences,” said O’Connell. “We’re ready to break through as our own brand entity and build, innovate and produce new moments in ways that only we know how.”

Cale added, “We believe that play is essential to the human experience.” He followed, “We all learn, create, experiment, explore, compete, win, and lose, all by way of play. We bring this essential human element into everything we make, as well as how we make it.”

At launch, this group will continue to support its 10-year partnership with Microsoft across the brand’s many products and services, including Surface and its NFL partnership, Xbox, and various sports and culture initiatives. Most recently, Hijinx helped Surface produce a creative campaign that highlights how the NFL’s teams, coaches, and players drive the game forward using Microsoft technology. The hero spot, which features Seattle Seahawks wide receiver Tyler Lockett, can be found on ESPN and NFL Network telecasts as well as brand digital channels.