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NEW YORK — Tom Jarrold has taken the plunge.
The longtime head of marketing for A|X Armani Exchange has joined forces with his former art school friend and A|X’s creative director, Matthew Scrivens, to create a lifestyle brand marketing agency. Called JET/MMS, the company has taken space in an old stable in the Meatpacking District and has brought A|X along as its first client.
This story first appeared in the February 29, 2012 issue of WWD. Subscribe Today.
Jarrold said during the 10 years he spent at A|X, the marketing landscape changed dramatically. The rise of the Internet has caused segmentation among brand service firms with different companies specializing in different parts of the business, including digital, app creators and social media experts. JET/MMS will “focus on big ideas that are media agnostic and work across all platforms,” Jarrold said, including traditional advertising campaigns, store windows, events, press relations and social media.
Harlan Bratcher, chief executive officer and president of A|X, said: “Tom and Matthew have helped catapult Armani Exchange into its leading position in the industry. We congratulate them in their new agency, and look forward to continuing our collaboration with them as our agency of record.”
As a result of the departure of Jarrold, who was chief marketing officer, and Scrivens, senior vice president and creative director, A|X promoted Patrick Doddy to senior vice president of creative and added Liz Carey as vice president of marketing. “The expanded role allows me to work closely with the marketing, e-commerce, product development and merchandising teams in guiding the brand’s expression across all touch points, including ad campaigns, windows and store marketing, Web site, digital and social media, press and events,” Doddy said.
Jarrold said the goal is to work with fashion and retail brands, as well as liquor companies, fragrance, beauty and hospitality firms. The company has hired two other full-time staffers and is using three freelancers.
Jarrold and Scrivens met in art history class at McGill University in Montreal in 1989. Jarrold started his career in advertising at agencies such as TBWA-Chiat-Day and Kirshenbaum Bond & Partners, working on brands such as Snapple, Coach, Lever Bros., Black & Decker and Dunkin’ Donuts. He was also creative director at Internet retail start-up Bluefly.com before joining A|X. Scrivens earned his degree in photography from Parsons The New School for Design and worked for photographers including Bruce Weber and Steven Klein before joining A|X, where he photographed many of the company’s global ad campaigns.