McCann Hires Nike Producer

After courting him for nearly one year, McCann-Erickson
has hired Peter Friedman as its new director of broadcast production, effective next month.
Friedman, who joins the New York office as a senior vice president, will oversee TV production activities across a broadcast-heavy client list that includes Sprint, Gateway and MasterCard.
“Peter has a stellar reputation and a great talent and fits into the McCann culture, which doesn’t support destructive egos,” said Nina DiSesa, chairman and chief creative officer of McCann here.
Friedman, 48, will take over from Danielle Korn, who ran the department on an interim basis since the death of Carole Cohan in 1996. Korn will continue as manager of broadcast operations, reporting to DiSesa.
Friedman had been approached by DiSesa in January about the vacancy, but was not prepared to return to New York at that time. “There are only a few people of his caliber. I was willing to wait,” said DiSesa.
Friedman left the defunct Wells Rich Greene in early 1997 to run broadcast production at Nike, working with both Wieden & Kennedy and Goodby, Silverstein & Partners. He cited McCann’s recent new business successes and his desire to move back to New York to be closer to his family as the primary factors driving his decision.
“McCann is a big agency that does great work,” said Friedman. “Their MasterCard campaign is a great example.”
Friedman has also worked at Saatchi & Saatchi and started the commercial division at George Lucas’ Industrial Light & Magic.
His departure comes at a time of staff turmoil at troubled Nike. Among the senior executives no longer in their posts: global ad director Geoffrey Frost, who left the firm, and U.S. ad director Chris Zimmerman, who moved to the golf division.