Independent creative agency Sponge
has bolstered its leadership team with the addition of one of the industry’s brightest minds, J.T. Mapel, responsible for some of advertising’s most iconic and awarded work.
Under the leadership of Paul Brourman, the agency’s Founder, CEO and Chief Creative Officer, Mapel’s hiring broadens the executive level of the company’s leadership team as Sponge approaches its sixth anniversary. Brourman, formerly Sponge’s President, moves to the role of CEO and Chief Creative Officer.
Mapel, Sponge’s new President and Director of Client Relations, has led advertising teams, built strong brands and driven results for close to three decades. He spent close to 20 years on the Anheuser-Busch business at DDB, where he proved invaluable to clients by continually solving business challenges and managing some of the best-known beer advertising – including the Real Men of Genius campaign. Mapel helped Bud Light surpass Miller Lite in becoming the No. 1-selling beer brand in the United States, and he guided the two most successful product launches since Bud Light: Michelob Ultra and Bud Light Lime.
Also at DDB, Mapel led the business for Sea World and Busch Gardens theme parks and Cars.com, as well as the integrated agency team for Wrigley’s Life Savers. Mapel learned the basics of consumer packaged goods marketing at Grey New York, where he worked on Post cereal brands that included Grape-Nuts, Raisin Bran and Bran Flakes.
“J.T. has a stellar track record for helping clients embrace the potential in big ideas. As account leaders go, he’s one of the most creatively minded anywhere,” Brourman said. “We’re thrilled to have him on board at all levels.”
“Joining Sponge is a perfect fit for my experience, and partnering with Paul is effortless,” Mapel said. “Paul and I complement each other in that I’m a creatively minded account lead and he’s a business-minded creative lead. There’s exciting potential with such an innovative agency model.”
Sponge helps brands connect on a deeper level to reach their fullest potential. The agency works with long-respected brands such as Luxottica’s Sears Optical, Penguin Publishing, Kerrygold and Ticketmaster’s TicketsNow.