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Melt to add COO as Grech takes president’s role

Vince Thompson will move into the role of chairman and chief executive at Atlanta-based agency Melt, while Michelle Grech will be elevated to president.

Grech, previously the chief operating officer, is a 50-50 partner financially with Thompson in ownership of the agency, which employs 50 people in the Buckhead section of Atlanta. Thompson and Grech said the new titles more accurately reflect their day-to-day duties at Melt. They will jointly begin a search to hire a new COO.

“The title of president really more accurately reflects what Michelle has been doing, from guiding the company day to day, the acquisition of talent, new clients, the implementation of our vision, and negotiations,” Thompson said. “This move also is intended to get her out of the operational nuts and bolts of the firm.”

Thompson and Grech expect a pair of new partnerships to drive even more business in 2015.

Melt has formed a relationship with SportsTrust Advisors, Pat Dye Jr.’s athlete representation company. Dye’s NFL-heavy firm represents such athletes as DeMarco Murray and Eddie Lacy. Sports-Trust has entered into an agreement that will enable Melt to assist its athletes with marketing and endorsements.

Melt also is forming a partnership with Hollywood film producer and former professional pitcher Mark Ciardi, whose credits include “Secretariat,” “Million Dollar Arm” and “The Rookie.” They hope working with Ciardi’s new production company, Aspire Entertainment, will lead to television and digital content, especially pertaining to college football in the South.

“Marketing, sponsorship, content and production are all areas where we are looking to grow,” Grech said.

Thompson and Grech met more than a decade ago when Thompson was working on a Final Four project for NCAA corporate champion Coca-Cola and Grech was brand manager for Dasani, a Coca-Cola brand. They formed a business partnership in 2006 as Creative Presence Partners, which was renamed Melt in 2009.

Melt represents clients such as Coca-Cola on its Final Four and ESPN “College GameDay” activation, as well as Kia and Gildan Activewear. Melt also was the sales agency representing the Senior Bowl when Reese’s signed on as the game’s title sponsor. A new client in 2014 was LakePoint, the $1 billion youth sports complex north of Atlanta.

“What we’ve found is that we can grow by shrinking, meaning that we have narrowed our focus and really found a sweet spot in college,” Grech said.

She said the agency still works with clients from youth sports through professional sports, but the majority of Melt’s business is coming from the college space.

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