News Summary

• Leo Premutico met Ferdinando Verderi in 2006, when a friend introduced them at a bar in New York.
• A year later, they decided to open their own agency, Jan Jacobs, which is now a partner of Coca-Cola.
• To the partners, it made sense to hire someone with a nontraditional background.
• That brought an avant-garde energy to advertising as companies like Coke and Google — future clients of the agency — wanted to hire him.