Execs and Accounts for September 29, 2003

Modem Media has hired two senior-level marketing strategists to boost the company’s database marketing business. Bill Firing has been brought aboard as vice president of marketing strategy. He’ll work out of Modem’s San Francisco office. Michael Maher, who will also carry the title of vice president of marketing strategy, will be based at Norwalk, Conn. headquarters.

Firing previously worked as a senior VP at SF Interactive, which was acquired by Butler, Shine & Stern in January. Prior to that posting, Firing was VP of consulting services at ANALYTICi, and he also worked at Ogilvyone Worldwide as executive director of relationship marketing.

Maher was brought aboard from Draft Worldwide, where he was senior executive VP and director of digital services. In that role he launched DraftDigital in New York. Prior to that he worked at Rapp Collins and at American Express.

iMakeNews has changed its corporate name to IMN in an effort to expand the company’s brand to encompass more than e-newsletters, which have been its bread and butter since it launched.

“Through the years, IMN has really evolved beyond e-newsletters,” said Dawn Ringel, IMN’s spokesperson. “It’s very much a comprehensive e-marketing firm.”

The change also reflects IMN’s desire to further woo enterprise and mid-market customers, rather than simply sticking with small businesses.

In other name change news, integrated advertising agency Mezzina Brown has changed its name to Agent 16.

As a part of the re-naming, the agency has re-launched its Web site at agent16.com. The new site features stylized drawings of “secret agents” employing street fighting techniques whose tactics could be transferable to marketing application — i.e. once you’ve sized up your adversary locate his weakness and attack quickly.