Danielle Aldrich has been named president of CP+B West, which includes CP+B Boulder and CP+B LA. Aldrich, who most recently served as co-managing director, CP+B Boulder, will now lead across the two CP+B offices to drive connectivity and collaboration, bringing more talent and resources to client partners.
As president of CP+B West, Aldrich joins Vinicius Reis, who oversees CP+B Miami and CP+B Brazil; Richard Pinder, who oversees CP+B Europe; and Bamboo Yee, who oversees CP+B Beijing. Her appointment strengthens the global leadership team of CP+B and is in line with the agency’s modern global network model where each office is entrepreneurial, yet also has the collective strength of the network and its thought leaders behind them. In her new role, Aldrich will report directly to Lori Senecal, Global CEO.
“Each of our 10 offices are led by entrepreneurs who are passionate about building CP+B, in their markets around the world. We have found that by elevating regional leaders, we can better share resources seamlessly across offices in each region, to bring more top strategic and creative talent to our client partners,” said Senecal. “As part of that process, we’re also building our next generation of leadership. Creating this expanded role for Danielle is a natural step as she embodies the CP+B DNA, always looking to uncover the toughest business challenges, and solving them in the boldest, most inventive ways.”
In 2014, after a collective 12 years leading accounts at the agency, Aldrich was named managing director of CP+B Boulder. Under her leadership, CP+B Boulder won significant new business including American Airlines and Hershey’s and has had tremendous organic growth. She also helped develop an innovative and supportive culture that attracts and retains the best talent in the marketplace. Her recent client successes include Hotels.com, Hershey’s, American Airlines and Fruit of the Loom. Aldrich has helped re-invent and grow many brands over the years including bringing Old Navy back to their quirky, democratic fashion roots, delivering immediate and positive sales growth and helping Burger King achieve 21 months of positive sales growth, during which time she oversaw the lauded Subservient Chicken campaign.
SCHROM x Yacht Club and Be Electric Studios Launch Electric XR for Virtual Production
SCHROM x Yacht Club, a full-service live-action, tabletop, and postproduction company, has teamed with Be Electric Studios, a soundstage, equipment rental, and virtual production company, to launch Electric XR, a virtual production collective.
Industry veteran Thomas Rossano will lead the new venture, which provides advanced virtual production solutions across multiple facilities. He brings over 25 years of experience in live-action, tabletop, postproduction and talent curation to enhance Electric XR’s offerings as a resource for brands and agencies, as well as other production companies in need of virtual production solutions. Additionally Rossano continues to serve as EP at XR New York (XR-NY), a role he’s held since December 2022. SCHROM x Yacht Club originally established XR-NY to help provide XR services for third-party rentals. While XR-NY will continue to function independently for SCHROM X Yacht Club, it now operates under the Electric XR umbrella.
Rossano’s expertise spans producing live-action commercials, branded content, interactive and experiential content. In addition to leading Electric XR, he holds responsibilities at SCHROM x Yacht Club which include driving business development, collaborating with sales reps and expanding the company’s creative talent network. Rossano’s career includes serving as an exec producer at Hungry Man for about 11 years, right from that company’s inception. He then went on to become a partner at Station Film where he also had a lengthy tenure. Later he was a partner at PRISM. Then after the pandemic hit, he became a freelance EP for nearly two years, looking into opportunities in virtual production, which led him to XR NY and now Electric XR. Over the years, he has produced high-profile... Read More