Former FullSix London and Publicis Chemistry creative chief Rob Trono has been appointed creative director at digital agency Blue State London, following a spell freelancing at the business.
Trono left FullSix at the tail end of last year after over four-and-a-half years in the role. During this time, he oversaw the agency’s UX, UI and creative departments and it is said he was instrumental in bringing in new clients, including Pernod Ricard, Nokia and Sainsbury’s.
Prior to that, Trono was digital creative director at the now-defunct Publicis Chemistry, where he spent six years. He left in 2014 in a top-level clear-out after the agency’s biggest client EE slashed its spend. The Publicis Chemistry brand was axed three years later.
Founded in 2004, Blue State is an independent agency with offices in London, New York, Washington DC, Oakland, Boston and Chicago. In the UK, its clients include Google, Lloyds Banking Group, Co-op, Battersea Cats & Dogs Home and the United Nations.
Trono will be responsible for creative output across the Blue State London’s client roster, and has been briefed to further strengthen the creative reputation of the agency. Trono will also look to boost Blue State’s creative and design team, across areas including brand identity and digital experiences.
Reporting to chief innovation strategist Samir Patel, he joins Blue State’s collaborative global team of 15 creatives, led by executive creative director Matt Ipcar.
Patel said: “Rob has a rare combination of creative flair and digital acuity. He’s worked with – and won – many of the world’s biggest brands over his career, and he’ll bring big creative thinking to our growing portfolio of corporate and non-profit clients.
“At Blue State, our focus is on building movements that lead to lasting change and Rob will be focused on making sure our work has the creative impact needed to achieve this.”
Trono added: “With every brand and agency jumping on the purpose bandwagon, it’s exciting to be joining an agency that has always put values first. Blue State’s heritage, from helping elect presidents to creating meaningful brand movements, gives us an unrivalled platform to help causes and companies make an impact. The team here is focused on making work that really works, proven through data analysis and stringent testing. As a creative, it’s fascinating to see how this helps shape and evolve our ideas so they are as effective as possible for our clients.”
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