Alliance names Eckel president, CEO


NEW YORK -- Grey's entertainment marketing agency Alliance named CAA commercial endorsements talent agent John Eckel as its new president and CEO. He replaces Jarrod Moses, who recently left to start up a branded joint venture with UTA. In his new role, Eckel will lead the Alliance team, headquartered in New York, with an office in Los Angeles. He also will be expanding Alliance's offerings to sports marketing.

"John brings a unique creative skill set to Alliance, combining celebrity talent, advertising and public relations agency experience," said Steve Hardwick, president of Grey New York. "He's known for bringing the world's top celebrities, brands and entertainment venues together in blockbuster multi-channel efforts that break new ground in brand experience and relationship building."

While at CAA, Eckel led such recent marketing alliances as John Legend's TV commercial for the new Lexus hybrid luxury sedan and Subway's and Bally Total Fitness' sponsorship of the Oscar De La Hoya-Floyd Mayweather title fight. Previously, Eckel spent 13 years at WPP, which owns Grey. He served as senior vp, worldwide sports and automotive marketing director at WPP's Hill & Knowlton in Los Angeles and co-founder and chief creative officer of Brandstruck, a joint venture of JWT and Hill & Knowlton focused on integrated marketing.

Last week Moses was named president and CEO of United Entertainment Group, a new joint venture between Moses and UTA devoted to building brand-specific entertainment properties and creating entertainment-based marketing solutions for major consumer brands.