In a major shift in the West Coast agency scene, Matt Hofherr is joining barrettSF as partner/president.
Hofherr left M/H VCCP (formerly MUH-TAY-ZIK / HOF-FER), the award-winning agency he co-founded, and served as chief strategy officer, to take the new role.
“It’s a great new chapter for us,” barrett SF founder/executive creative director Jamie Barrett said of the hire. “Matt is a proven leader and an incredible advertising mind. He’s also a great friend and someone whose work I’ve admired for many years. The whole agency is excited, and I can’t wait to see what we can all create together.”
Even before joining M/H in 2010, Hofherr played a leading role with seven different agencies, four of which—TBWAChiatDay, BBDO, FCB, and Kirshenbaum Bond Senecal + Partners—were named “Agency of the Year” while he worked there.
Hofherr’s brand experience ranges from Apple to Zurich Direct–with Audi, Bed Bath & Beyond, Clorox, Fox Sports, Google, Hulu, Intel, Keds, Method Home, Nestlé, O Organics, Rock the Vote, Sonos, Sony PlayStation, Pennzoil, Tropicana, Webex and many others from various product categories in between.
“This is the most excited I’ve been about any opportunity in my whole career,” said Hofherr. “And that’s saying a lot, because I’ve been fortunate to work at some crazy-good agencies. Yet, barrettSF has a quality about it. I felt it from the start. Really talented people who like, respect and support each other. They bring energy and empathy to the work that is infectious. Add it all up and I believe we’re going to create the next unstoppable agency.”
Barrett opened his independent creative shop in 2012, and bSF has grown its business steadily each year. The award-winning shop’s clients include Sutter Health, ASICS, Cost Plus World Market, 2K Games, Chime, Walmart, and the Oakland A’s, and it has just signed two new clients to be announced this coming month.
After 20 Years of Acting, Megan Park Finds Her Groove In The Director’s Chair On “My Old Ass”
Megan Park feels a little bad that her movie is making so many people cry. It's not just a single tear either — more like full body sobs.
She didn't set out to make a tearjerker with "My Old Ass," now streaming on Prime Video. She just wanted to tell a story about a young woman in conversation with her older self. The film is quite funny (the dialogue between 18-year-old and almost 40-year-old Elliott happens because of a mushroom trip that includes a Justin Bieber cover), but it packs an emotional punch, too.
Writing, Park said, is often her way of working through things. When she put pen to paper on "My Old Ass," she was a new mom and staying in her childhood bedroom during the pandemic. One night, she and her whole nuclear family slept under the same roof. She didn't know it then, but it would be the last time, and she started wondering what it would be like to have known that.
In the film, older Elliott ( Aubrey Plaza ) advises younger Elliott ( Maisy Stella ) to not be so eager to leave her provincial town, her younger brothers and her parents and to slow down and appreciate things as they are. She also tells her to stay away from a guy named Chad who she meets the next day and discovers that, unfortunately, he's quite cute.
At 38, Park is just getting started as a filmmaker. Her first, "The Fallout," in which Jenna Ortega plays a teen in the aftermath of a school shooting, had one of those pandemic releases that didn't even feel real. But it did get the attention of Margot Robbie 's production company LuckyChap Entertainment, who reached out to Park to see what other ideas she had brewing.
"They were very instrumental in encouraging me to go with it," Park said. "They're just really even-keeled, good people, which makes... Read More