Hershfield spent five years at New York office of Mother, rising to creative director in early 2011. His Target work includes last year’s “Little Marina” film and a New York event in 2010 that turned the windows of The Standard hotel into a stage for a musical dance and light show. Before Mother, Hershfield spent two years at Ogilvy & Mather—where he was a senior copywriter on IBM and Yahoo—and nine years at Wieden + Kennedy. It was at Wieden that he crossed over to copywriter after spending his early career in account management. His first job was at the New York office of Chiat/Day, where his account duties included Reebok and Coca-Cola’s Fruitopia. SS+K represents Hershfield’s first opportunity to run a creative department. He’ll oversee about 20 staffers and lead creative efforts on accounts such as Pfizer, Kraft and General Motors. The New York-based shop is backed by Creative Artists Agency and has offices in Washington, D.C. and Detroit.