The new president of MullenLowe’s Boston office has never worked for an agency, and we think that’s a good thing. Because Geoff Cottrill has done a lot of really cool stuff at Converse, Starbucks, Coke and P&G.
Cottrill comes to MullenLowe from Nike-owned Converse, where he was CMO for the lifestyle brand during an impressive period of growth and revival.
At Converse, Cottrill had marketing responsibility for the brand’s four key consumer-product segments — Chuck Taylor, CONS, Jack Purcell and Converse Kids. Under his leadership, Converse grew to become the number one fashion brand on Facebook, with one of the top three Facebook pages overall. His work on the global launch of the Chuck Taylor All Star II, the 100th anniversary of the original All Star, the “Three Artists, One Song” series, and the “Made by You” and “Domaination” campaigns helped win the brand worldwide acclaim while earning Cottrill recognition from Adweek as a “Marketer of the Year” in 2010. Cottrill also led Converse into the music world with the opening of the first Converse Rubber Tracks music studio, in Brooklyn, New York. The Rubber Tracks studio concept, which caters to emerging artists, has since been replicated at Converse headquarters in Boston and in São Paulo, Brazil.
During his Starbucks years, Cottrill focused on cultural brand integrations in music, film and literature. Highlights included record deals with musical legends Paul McCartney, Joni Mitchell, James Taylor and Herbie Hancock.
Cottrill has a passion for creativity in brand marketing, as well as in the performing and fine arts. He is a longtime member — and the current chairman of the board — of the GRAMMY Foundation, established in 1988 to cultivate awareness, appreciation and advancement of the contribution of recorded music to American culture. Cottrill previously served on the board of trustees for the Institute of Contemporary Art, Boston.
“When we started this search, we set out to attract someone who would offer a different perspective; something new and valuable in helping us build a different kind of agency,” said Lee Newman, CEO of MullenLowe U.S. “Geoff has spent years on the client side innovating on behalf of well-respected brands. He has deep experience in categories we’d like to play in. He is a music expert and deeply connected in that world. And he is progressive in his approach — kind of a grassroots-marketing ninja. He is an entrepreneur at heart, a creative evangelist and a natural leader.”
“I’m excited and proud to be joining such a creative and innovative company as MullenLowe,” said Cottrill. “Their proven track record of great creative, strong client relationships, collaborative culture and a talented leadership team were all very appealing to me. I’m looking forward to helping the agency as it continues its creative evolution.”