Phenomenon’s Former President Joins 22squared as Chief Client Officer

Erica Hoholick takes on a new role at the independent agency

22squared has hired Erica Hoholick to fill a new role at the agency. Ben Brinker
Headshot of Minda Smiley

Erica Hoholick is joining 22squared as chief client officer, a new role at the independent agency.
Hoholick most recently served as president of Los Angeles-based agency Phenomenon, a position she left last year. Prior to joining Phenomenon in 2018, Hoholick served as president of TBWA\Media Arts Lab, Apple’s advertising agency. She’s also held leadership roles at Ogilvy London and TBWA\Chiat\Day Los Angeles throughout her career.
At 22squared, she will be tasked with leading the Atlanta-based agency’s account management and business development departments. Prior to her appointment, 22squared’s individual client leads held primary responsibility for their brand relationships.
Hoholick will report to Richard Ward, CEO of 22squared.
“I took a long time to get to know Richard and the executive team,” she said. “22squared is such an interesting and unique place. It’s a once-in-a-lifetime opportunity to be at an independent, 100% employee-owned company. It’s rare in this day and age, and I think that’s reflected in the culture. The agency is so focused on the people.”
As president of Phenomenon, Hoholick said she helped the agency win clients including PepsiCo’s Naked Juice and TD Ameritrade. Last year, private equity firms Berggruen Holdings and Sleeping Bear Capital bought a majority stake in Phenomenon.
Hoholick served as president of TBWA\Media Arts Lab from 2014 through 2017. She said she was brought on at a time when the agency was in a “pretty tough spot” with its dedicated client Apple (in early 2014, the Wall Street Journal reported that Apple had considered firing its longtime agency).
“It really just needed a reset. I came into help reboot that relationship,” she said. Hoholick ended up expanding TBWA\Media Arts Lab from 12 to 26 countries and oversaw the launch of Apple’s “Shot on iPhone” campaign.
“Erica has spent her career building things,” Ward said in a statement. “She is a consummate builder. As an agency that’s spent the last 13 years driving dramatic growth and expansion, we see the power in Erica.”
Her appointment is the latest in a string of leadership changes at the agency, which also has an office in Tampa, Fla. In 2018, the independent shop hired Matt O’Rourke from Grey New York to serve as chief creative officer. Last year, Dave Nottoli joined the agency as svp-director of strategy.
According to 22squared, the agency has started working with brands such as SharkNinja and FridaBaby within the last year, and has experienced organic growth from current clients including Publix Super Markets, Home Depot and Baskin-Robbins. Last year, the agency worked on a retro game called Operation Scoop Snoop for Baskin-Robbins and Netflix to promote season three of Stranger Things.


@Minda_Smiley minda.smiley@adweek.com Minda Smiley is an agencies reporter at Adweek.