SOURCE: Catalyst:SF


August 20, 2009 10:01 ET

Christian Arens Joins Catalyst:SF as Partner; Will Head up All Client Services

SAN FRANCISCO, CA--(Marketwire - August 20, 2009) - Catalyst:SF (, the "Marketing Capital" firm founded a year ago by John Durham and Cory Treffiletti, today announced that Christian Arens has joined the firm as a Partner and will head up all client services.

"Chris is one of the most senior hires we have made since we launched," says John Durham, Catalyst:SF's CEO and Managing Partner. "He has over 12 years of experience in sales, marketing and advertising yet with an entrepreneurial perspective that will be invaluable to our rapidly growing client base. We are thrilled to have Chris in senior management."

Before joining Catalyst:SF, Mr. Arens was Vice President, Digital Strategy for Draftfcb West and earlier worked in top management for Freestyle Interactive and Foote, Cone and Belding. He also spent nearly two years establishing and building Ad Infuse, a mobile advertising network now owned by Velti, as the first employee hired by the co-founders. Mr. Arens helped Ad Infuse secure two rounds of funding netting nearly twenty million dollars in backing.

Mr. Arens is the coauthor of a leading college-level advertising textbook, "Contemporary Advertising," and is currently in the middle of finalizing the 13th edition.

Catalyst:SF has experienced such rapid growth that it is relocating to larger offices in San Francisco. In April, the firm was named the digital agency of record for all Del Monte Foods brands, including Del Monte®, S&W®, Contadina®, College Inn®, Meow Mix®, Kibbles 'n Bits®, 9Lives®, Milk-Bone®, Pup-Peroni®, Snausages® and Pounce®. In May, Catalyst:SF launched Catalyst Xchange Media Buying Services, a program that interfaces with the major ad exchanges including Contextweb's ADSDAQ, Adbrite and Right Media to assure clients get the best possible result from the exchange experience.

Catalyst:SF ( is a "Marketing Capital" firm that helps clients combine selling a product or service (Marketing) with sources of profit or benefit vs. the competition (Capital) to produce ideas, intelligence and insights that achieve an advantage in the areas of marketing, sales or consumer insights. A hybrid marketing services consultancy, structured like no other firm, Catalyst:SF brings intelligence, ideas and insights to sales, media and marketing for the purpose of providing an advantage in the marketplace for its clients. The privately-held San Francisco-based company was founded in 2007 by John Durham and Cory Treffiletti, who together, have nearly 40 years of marketing and sales experience, much of it in the digital media industry. Catalyst:SF, where the SF stands for Strategy and Fundamentals, has grown substantially in the last year and currently has 14 clients.

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