Pete Buhler, who built a creative department in a five-year run at Cone Communications, has moved to Boston-based Shift Communications to do the same.
Buhler takes the reins as Shift's first creative director to build and align a creative unit alongside its marketing and PR services.
CEO Todd Defren, who touts paid promotion one way to "amplify" earned media, said Buhler will strengthen the firm's content creation offerings.
Before his VP stint at Cone, he was creative director at Wapole, Mass.-based Island Oasis.
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