M&C Saatchi Names Strategy Chief

NEW YORK Lee Chapman has joined M&C Saatchi here as its new head of strategy, the agency said.

Chapman served as svp and strategy director at the Kid Connection unit of the Publicis Groupe-owned Saatchi & Saatchi in New York, working primarily on General Mills cereal, yogurt and fruit snack brands.

At the 25-person M&C Saatchi office, he replaces Ramona Liberoff, who returned to London in the fall following the worldwide network’s unsuccessful defense of the $100 million British Airways account.

Chapman will team with M&C Saatchi’s New York managing director Jenifer Willig on new business efforts, and he will help lead the shop’s Royal Bank of Scotland, Financial Times and Pods (Portable On Demand Storage) accounts.

The shop won the estimated $10 million Pods business in October [Adweek Online, Oct. 11]. The initial spot in the agency’s first campaign for the client broke on cable TV last week; a second spot launches in the spring. Using time-lapse photography, the first commercial illustrates how Pods containers help take the stress out of moving and storage.

Chapman is also a veteran of Omnicom Group’s BBDO in New York, where he contributed to the shop’s “Brilliant” campaign for Guinness, its “Hooray beer!” ads for Red Stripe and Mountain Dew’s “Do the do” series. He also provided strategic guidance on the New York Stock Exchange and Frito-Lay accounts.

A Wall Street analyst by training (he worked at Goldman Sachs before joining the ad industry), Chapman’s “rich experiences will be invaluable to our clients and our team in New York,” Willig said, in a statement.