D’Arcy Detroit Handed to Fields

DETROIT-D. Stan Fields, who headed the Pontiac account at D’Arcy Masius Benton & Bowles, has been promoted to chief operating officer at the Troy, Mich. agency.

Fields replaces Patrick Sherwood, who earlier this year was promoted to president of D’Arcy North America.

Fields will team with chief creative officer Robin Weeks to run the office and will report to Sherwood, who continues in his role as D’Arcy’s worldwide account director for General Motors.

Taking over on the Pontiac account is Michele White, who spent 16 years at BBDO working on Pontiac’s direct competitor, Dodge, which is part of DaimlerChrysler.

White most recently was the consumer marketing director at Cars.com, an online car-buying guide. She has studied Pontiac from a competitive perspective and is well prepared for her new role, Fields said.

One of Fields’ priorities will be to establish a more positive image for the D’Arcy Detroit office and to determine what its “point of difference” will be when going after new business, an area with which the agency has struggled.

“An agency should, if it’s worth a damn, it ought to make sure it is continually challenging itself and changing and reassessing,” Fields said. “I think our biggest challenge is we need to put a real live face and personality on what this office is all about.”

Fields said he will continue to oversee the Pontiac account and will move gradually into the COO position as White becomes acclimated to the agency and the account.

The agency has been working on a major campaign for Pontiac that will launch this summer and will attempt to “contemporize” the brand, while keeping the “Pontiac Excitement” themeline.

Fields has spent his entire career at D’Arcy, joining the agency’s professional development program in 1982. His most recent title was executive vice president and group account director on Pontiac. Sherwood praised Fields for his team-building abilities and his “great strategic mind.”