JWT Picks Rowe to Manage Pfizer Global Creative

Former Saatchi ECD Is 1st Choice for Baglivo and Jeffrey
NEW YORK–J. Walter Thompson has tapped former Saatchi & Saatchi executive creative director Roger Rowe to steer global creative on Pfizer, JWT’s third-largest client.
Rowe, 47, who started last week, holds the title of executive vice president and worldwide creative director, one of 15 at JWT. He succeeds J.J. Jordan, who left in February to start his own shop.
Rowe helps solidify the agency’s team on Pfizer, following the company’s $90 billion take-over of Warner-Lambert. The merged entity is called Pfizer, but its consumer products are being marketed under the Warner-Lambert name.
JWT handles ad duties on nine Warner-Lambert consumer brands, including Listerine, Rolaids, Schick, Halls and Lubriderm. Global billings are estimated at nearly $300 million.
“We saw this as one of our most critical positions,” said Mary Baglivo, chief operating officer of JWT North America and global business director on Pfizer, who teamed with New York president Bob Jeffrey to fill the slot. “Roger was our first choice.”
During 10 years at Saatchi, Rowe, an art director, worked on Delta, Burger King, Tylenol and Nicotrol. He left that post in the fall, as Delta shifted its $100 million account to Leo Burnett after a review. Since then, he has done project work through a business he set up, called NetWerks.
At JWT, Rowe, oversees cre-ative development and reports to Baglivo. His mission is twofold: Continue to raise the quality of the work and help grow the business. “Our goal is to create superlative ideas that have the velocity to reach across all media, as well as countries and cultures,” Rowe said.
Before Saatchi, Rowe spent five years at McCann-Erickson (working on Coke) and two years at JWT (Kodak, Goodyear). His career began in 1975 at Ogilvy & Mather, where he worked on campaigns such as “Good to the last drop” for Maxwell House. “It’s really a broad range of work that’s creative and very thoughtful,” Baglivo said.