Swell names agency exec Monna O’Brien president

Veteran agency production executive Monna O’Brien was named president of Swell, one of the city’s top six post houses, owner Mike Topel announced.

O’Brien spent 19 years with Ogilvy & Mather as head of broadcast production and executive producer before leaving in 2004 to freelance.

In her new position, O’Brien said her immediate focus is “to reshape and revitalize the company by having the right people in place.” She leads a company with billings of $7.5 million and a staff of nearly 50.

Topel said O’Brien will be responsible for “all the parts of the business that are postproduction,” while his concentration will be on the business, financial and legal side of the operation.

“I am very happy and excited about the prospect of working with her, and excited about the things we can do together to make Swell more important to the community,” Topel said.

O’Brien replaces president Radi Akel, who had been with Swell for a dozen years before leaving earlier this year to join Harpo Productions in an executive editorial capacity.

While Swell’s business is 100% agency work, Topel is amenable to producing programming and branded content. He said he sees that as “an adjunct market that folds into our main business” of editing and finishing commercials. In the past, Swell had produced programming for the History channels.

Freelancing for a year, O’Brien took over the duties of BBDO production head Diane Jackson’s duties while Jackson was on maternity leave for four months. O’Brien also produced the currently airing LaSalle Bank campaign, and not only produced Carnival Cruise Lines spots but had the opportunity to enjoy a Carnival cruise.

Swell occupies the entire 18th floor of swank offices in the NBC Tower. Phone, 312/464-8000.