Garfinkel draws on old friends in building Lowe creative department

Soft-drink war watchers were intrigued last week by the hiring of five new creative people at Lowe & Partners. It was the most junior of the hires, however, that really raised eyebrows. In a small raid on his former employer, BBDO, Lowe vice chairman/chief creative officer Lee Garfinkel hired a key creative team from the Pepsi account: Todd Godwin and C.J. Waldman, who were each given the title of vice president/creative group head.
The shift of two Garfinkel loyalists rekindled speculation that Lowe was positioning itself to be ready for any opportunities that might trickle out of Coca-Cola headquarters.