Hugh Broder, an executive producer with agency, advertiser and production-side experience, has joined The Underground as EP/managing director to lead the three-year-old VFX company’s growth into full-service production as well as postproduction for commercials and other brand content.
Formerly head of production at BBDO Detroit as well as director of integrated production at Walmart, Broder joins the management team at The Underground’s parent company, P2P Group, which includes sister company P2P Retouching. P2P enjoys a well-established presence in the beauty industry with agency clients such as Gotham, McCann and Publicis and brand clients such as L’Oréal, Kind and Maybelline.
According to Broder, this new position is a perfect fit for him. “Throughout my career, I’ve always been a builder,” he said, referring to his oversight of multiple production operations. “This is a wonderful opportunity to grow a company that has so much to offer to both agencies and brands.”
At The Underground, Broder will work closely with creative director/lead Flame artist Nic Seresin, who joined the company last year. Recent projects include a direct-to-brand short film for Aston Martin as well as newly released music videos for Jihae, Showtek and Young the Giant. Recent agency clients include Anomaly, Saatchi and Publicis in New York, as well as Odysseus Arms in San Francisco.
Ben Bettenhausen, founder of P2P Group, said of Broder, “He brings with him a wealth of knowledge and experience, and a wonderful energy that will propel our growth into a 360-offering to our clients.”
The Underground is represented by Minerva, the business development company led by Partners Mary Knox and Shauna Seresin.
