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Hansen, president of TM Advertising in Dallas, joins a company that's had its share of ups and downs. Former CEO Don Carroll left in February after less than a year on the job.
Once a Wall Street darling, the Carrollton-based company has faced leadership turmoil, lawsuits, a plunging stock price and the possibility of a sale in recent years. In May, two of its directors, including Heelys inventor Roger Adams, resigned. In April, it launched a new product line and Web site.
Hansen has turnaround experience. TM Advertising hired him as chief marketing officer in 2004 to help rebuild the company, which had been shrinking.
At Heelys, Hansen said in a written statement, he plans to focus on creating new products, designs and brand marketing efforts.
He also plans to immediately address "several cost and infrastructure opportunities that can be optimized given the company's reduced sales volume that should restore profitability very soon," the statement said. He could not be reached Tuesday to elaborate.
Heelys posted a first-quarter net loss of $1.3 million, or 5 cents a share, due to lower sales.
Hansen has created advertising campaigns for clients such as Hallmark, McDonald's and Miller Brewing Co. During his tenure at TM, the company created the "We Know Why You Fly" campaign for American Airlines and the "Life Comes at You Fast" ads for Nationwide Insurance.
Interim CEO Michael Hessong, who had been Heelys' chief financial officer, could not be reached for comment.
Heelys chairman Gary Martin, who also heads its largest shareholder, called Hansen "a perfect fit" for the company because of his creativity and his track record as an executive with experience building and restoring operations.
Before TM, Hansen headed the Gigasphere Group, a Dallas-based broadband-content delivery service that he started in 2002 after leaving Square One, an ad agency he founded in 1995. He also has worked at Accent Marketing Services, Wunderman Cato Johnson and Leo Burnett.
Hansen also wrote a book about the Three Stooges called Stoogemania.
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