Heavy Beefs Up Personnel


cow.jpgHeavy.com, known to cater to the young and macho man, is making a lot of changes in personnel recently which has industry experts keeping their eyes on the 8-year-old site.

The company has kept a strong tradition of creating customized integrations and campaigns for their advertisers, helping the growth of loyal partners.

Eric Hadley is coming to Heavy as chief marketing officer in charge of sales and marketing from his former employment as general manager of global marketing at MSN. The new chief technology officer for Heavy will be Scott Penberthy, who comes to the company after being the vice president of engineering at Photobucket. The third of the new “Heavy Trinity” is Todd Sloan, who is going to be Heavy’s CFO after taking both Nielsen/NetRatings and About.com public according to a report in Advertising Age.

These additions to the Heavy family seem to come at a very appropriate time in the company’s history. The site’s traffic has been increasing and the niche market that the company corners, has attracted three lofty deals for Heavy. David Carson and Simon Assaad, Heavy’s co-founders are encouraged by the attention that the company has been getting over the past year.

The biggest of the three deals comes from GroupM which will advertise in the U.K. and Canada focusing mainly on the Axe brand. They have also made a deal in the 7 figure range with MediaStorm to produce a channel for the FX program “It’s Always Sunny in Philadelphia.” Craig Woerz, the co-managing partner at MediaStorm said to Ad Age, “There are plenty of video sites out there, but very few with the same face these guys have put on their business – they go to bat for you.”

The company launched their own ad network this summer named Husky, and with new developments being made to expand to video for women and bring programming into their network, Heavy is not resting on its laurels anytime soon.


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