Cerullo Set to Focus on Microsoft Planning
SAN FRANCISCO–McCann-Erickson/A&L has hired two new senior planners, one specifically to work on the $300-350 million Microsoft account.
Wayne Cerullo, a veteran account planner who recently worked for Messner Vetere McNamee Schmetterer/Euro RSCG on Intel and previously on IBM at Ogilvy & Mather, will serve as executive planning director at McCann/A&L, with specific duties on Microsoft. Cerullo will work closely with Michael McClaren, evp and director of client services.
“I’m charged to do it,” said Cerullo, 43. “The issues Microsoft is facing now are the issues that everyone is facing: how to grow up in the electronic age and be humongous and human at the same time.”
Cerullo will oversee most of the branding for Microsoft, which recently kicked off a $150 million campaign for Windows 2000. He will help put a face on the world’s largest technology campaign and manage planners working on specific pieces of Microsoft business. The agency has not yet named a replacement for Steve Sweitzer, who abruptly left as executive creative director last month.
Separately, the shop also hired Irina Kozhevnikoff-Heirakuji, who worked as a freelance consultant with the former Anderson & Lembke and with Goodby, Silverstein & Partners. Kozhevnikoff-Heirakuji, 45, will handle planning for the agency’s other top brands, including Blue Shield and Del Monte.
“Microsoft is evolving, but the challenge is to make that happen for the rest of the agency,” she said. K
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