For an agency that’s only had a local office since November 2000, TroneAtlanta is sure shaking things up while keeping slightly under radar testing local competitive waters and staking a claim. The agency, an offshoot of the Greensboro, NC agency of the same name, subsumed Jackson Houk as its President. Though most of his work has been in corporate climates including Simmons and Georgia Power, Houk has worked with agencies including West Wayne and Bozell. It’s the former that Trone took to the ring to win the Children’s HealthCare of Atlanta account.

TroneAtlanta defeated rivals West Wayne and Huey/Paprocki for the Child ren’s HealthCare account and will work in tandem with the company’s long time PR agency of record, Jackson Spal ding. Trone’s challenge will be to contin ue to transform Children’s HealthCare after the 1998 merger of Scottish Rite Children’s Medical Center and Egleston Children’s Health Care Systems. The account was previously in the hands of Ogilvy & Mather Atlanta and prior to that J. Walter Thompson Atlanta. The organization has been the beneficiary of heavy grant and donations, receiving $22 million in 2000.

The agency has acquired many Atlanta’s marquis names. Jim Pollack, who has since retired, joined Trone for a short while and Pollack’s fellow Pollack Levitt graduate Judith Webb, continues working with Trone. David Paprocki, brother to Joe Paprocki of Huey/Paprocki fame, joined Trone as an Associate Creative Director. Paprocki most recently served as Art Director of Weiss Stagliano Partners, New York working on accounts including Bass and Guinness Beers, HotJobs.com, and “The Economist” Mag azine. Paprocki began his ad career in Atlanta at the office of Henderson Advertising, then served as Art Director for Tausche Martin Lonsdorf and the Joey Reiman Agency.

Continuing to build their local office, Trone also added Media Director, Monica Seares Olsen.” Olsen has served as Senior Marketing Manager for the Old Navy division of The Gap. Her agency experience includes media planner positions at J. Walter Thompson, San Francisco, and McCann Erickson, Los Angeles.

Elizabeth Schulte Roth and Matt Serra join the growing agency’s public relations team. Roth, now TroneAtlanta’s Marketing Director, has worked for a number of newsstand publications, appearing on the masthead of “Vanity Fair,” “Details,” and “Harper’s Bazaar.” Her local marketing experience includes director roles at Ultigo and Leader Publishing Group. Serra comes from Cohn & Wolfe where he managed national brands like Chick-fil-A, Smirnoff, BellSouth Consumer services and Home Wireless Networks.