Newly named CEO Jeff Busch is aiming to drive growth by putting Minneapolis agency Spyglass Brand Marketing in the spotlight.
With Spyglass poised for greatness, Busch said, his primary role is to spread the word about the cutting-edge work he said the 12-year-old agency long has been producing for its many repeat clients.
“We’re different from most other agencies in town, with deep strategic thinking tied to brilliant creative,” Busch said. “The more I can help increase the visibility to potential clients out there, a broader range of clients, the growth will take care of itself.”
Busch arrived at Spyglass in June as a consultant and was named CEO and managing director in early December. He joins founding partners Molly Rice, president, and Andy Slothower, strategic lead, in leading the agency, which has 12 employees. Spyglass has worked with more than 150 companies in the retail, commercial, technology, health care, medical and financial services markets.
Busch has nearly 30 years of advertising, branding and creative experience. He spent 16 years as president/creative director of his Seattle-based ad agency, Busch & Co. He also has worked as chief marketing officer of a global retail software firm in San Diego and as vice president of marketing for a Minneapolis-based software developer.
The Spyglass approach to tying creative work to strategy aligns with the philosophy by which he ran his agency, Busch said, and with what he learned in his first job, at John Brown & Partners, the Seattle agency that originated the Nike global brand and produced its early award-winning ads.