Paul Krasinski (right) knew he wanted to base his new startup in Boston. But he still had to hit the road to find the right office.
That road took him to Tennessee, where he bought a 45-foot-long former tour bus last month and converted it into a home for Epicenter Experience. The startup helps clients use a mobile app to survey their consumers and measure experiences. Krasinski, who owns the business with Lynne Lipinsky, is now running the six-person startup out of the vehicle. It will be parked in the Seaport this fall.
As a marketing guy, Krasinski knows a thing or two about the value of symbolism. He says the main driver behind choosing a bus for a headquarters was the metaphor — to show customers Epicenter can go where they need it to be, and that his firm is on the ground, mixing with consumers every day.
“Headquarters are kind of last year,” Krasinski says. “We need to be where our clients are.”
He built a career around audience measurement — recently in roles at local firms Visible Measures and SessionM. He left his job at SessionM last month to devote his time to Epicenter.
And yes, in case you’re wondering, Krasinski’s brother is actor John Krasinski, who will serve as one of the new firm’s creative advisers.
Paul Krasinski said he found a kindred spirit in WS Development president Jeremy Sclar, whose Chestnut Hill firm is developing much of the “Seaport Square” area. The two launched an event series that will take place outside the bus next to District Hall to highlight innovation and entrepreneurship.
“Jeremy stopped by the bus [last week], and he said, ‘Who would have thought we could get a bus in the center of Boston in a park to do a startup?’” Krasinski says. “It’s been a really fun, early ride.” — JON CHESTO
A bid to market marketing:
Dunkin’ and Kraft join effort
As the chief digital officer for Dunkin’ Brands, Scott Hudler has a vested interest in seeing the talent pool for Boston’s digital marketing sector grow to be as wide as possible.
That’s where events such as this week’s FutureM conference come into play. Hudler will join Jessica Gelman, who leads a marketing analytics arm of The Kraft Group, to discuss “becoming marketing technologists” on Wednesday, the opening day. The two know each other through their work on a program aimed at encouraging Patriots season ticket holders to stop at Dunkin’ shops.
Hudler sees FutureM, organized by the Massachusetts Innovation & Technology Exchange, as one high-profile way to attract up-and-comers to Boston or to encourage them to stay here.
About 500 people are expected to attend the conference at the Innovation and Design Building in South Boston. At least a quarter of them, according to exchange president Amy Quigley, will be coming from outside New England. Other speakers include MIT Media Lab director Joi Ito, IBM Watson general manager David Kenny, and General Electric innovation director Sam Olstein.
“We want to do our part to support the digital and technology ecosystem here in Boston,” Hudler said of his Canton-based employer. “This is the flagship event for that. … We want great marketing talent coming into Boston and staying here, and not going to other places.” — JON CHESTO
Denniston goes back to his legal roots
Brackett Denniston III’s career has come full circle.
Longtime followers of Massachusetts politics may remember Denniston as former governor Bill Weld’s chief legal counsel in the mid-1990s. Denniston left the State House in 1996 to work for General Electric in Connecticut, where he rose through the ranks to lead its legal department for more than a decade.
Now GE has moved to Boston, and Denniston is also returning to the city — but not with GE; he retired from the company last year. Instead, he’s joining the Boston law firm Goodwin (previously known as Goodwin Procter), where he landed his first corporate legal job after graduating from Harvard Law School in 1973.
Denniston was an associate at Goodwin from 1974 to 1982 and a partner from 1986 to 1993, with a break to serve as chief of the major frauds unit at the US Attorney’s Office in Massachusetts.
In his Goodwin encore, he’ll be a senior counsel. It won’t be a full-time gig, though, Denniston said, because “I’m trying to preserve a whole lot of time for the personal side of things, too,” such as family and travel. — SACHA PFEIFFER
What’s in a name? Health, not just hospitals
As the names of industry trade groups go, the Massachusetts Hospital Association, or MHA, is straightforward. But the group’s members have decided to give it an update after 80 years.
Starting Tuesday, it will be the Massachusetts Health and Hospital Association (still MHA for short). The small change is meant to convey that hospitals don’t just treat people when they get sick, said Lynn Nicholas, the association’s president.
“Our members don’t see themselves as just about healing; it’s about health as well,” Nicholas said. New models of health care payments are pushing hospitals to do more to keep people healthy so they can avoid costly hospital stays.
Also, the MHA’s membership base has been changing so it includes physician groups, hospice providers, senior living companies, and other organizations. The association lobbies on behalf of these health care providers.
“Our mission will not change,” Nicholas said. “Our name change is catching up.” — PRIYANKA DAYAL MCCLUSKEYCan’t keep a secret? Tell us. E-mail Bold Types at email@example.com.