Business transformation agency Phenomenon has named Erica Hoholick as president, a position she will start on January 1, 2018. Hoholick hails from TBWAMedia Arts Lab where she was global president for more than three years. Prior to TBWAMedia Arts Lab, Hoholick spent over three years at Ogilvy with a dual role as worldwide managing director for Dove, and CEO of Ogilvy’s global operational unit of Unilever. Before joining Ogilvy, she was managing director for TBWAChiatDay in Los Angeles.
As president of Phenomenon, Hoholick will work closely with the executive team to set the direction of the agency and be responsible for the overall operation and performance of the business. She will also partner with future and existing clients, including Flywheel, Aetna, Crate & Barrel and Intuit, to understand their individual needs, and then build a curated and diverse team of talent to deliver on those objectives.
Hoholick joins Phenomenon’s leadership team comprised of founder, chairman and CEO Krishnan Menon, chief creative officer Chris Adams, and chief strategy officer Jason De Turris.
Hoholick brings more than 25 years of industry experience to Phenomenon. At TBWAMedia Arts Lab, Hoholick ran the global network of agencies responsible for the advertising of Apple. Throughout her career, she has led teams to reinvent and reinvigorate brands to create new growth and consumer love. She has also worked with some of advertising’s best creative minds to unleash some of the most disruptive and game changing brand experiences the marketing world has seen on brands including Apple Shot on iPhone, Dove Real Beauty Sketches, Pepsi Refresh Project and Gatorade Replay. She has also worked on a variety of P&G brands, T-Mobile, General Mills and other Fortune 500 companies, along with a number of cause-related initiatives, including the One Love Foundation, the Clinton Global Initiative/ Children’s Safe Drinking Water and the Tap Project.
“Phenomenon’s culture is built on innovation, collaboration, a desire to do things differently and a belief that magic happens when agencies and clients form real partnerships,” said Hoholick. “What really stood out to me was that because Phenomenon works directly with the C-Suite, they are not just focused on communications, but across the value chain—from corporate strategy and product innovation, to sales strategy and brand identity – marketing is just the last mile. This is the most incredible opportunity because they are solving the real issues at the heart of the business, and I’m excited to be joining this fantastic team and to help continue to shape the future of the company and their clients.”
Phenomenon is working with stealth startup Wonder on their upcoming product launch, and is looking forward to the launch of Intuit’s first global brand campaign. Most recently, Phenomenon rebranded Nationstar, the largest non-bank mortgage servicer in the U.S., as Mr. Cooper and is helping the company become the most customer-centric home loan company in the world. Phenomenon has grown to more than 100 employees since its founding in 2006 with headquarters in Los Angeles and an office in Chicago.
