MVBMS Taps Lewtas

Messner Vetere Ber ger McNamee Schmetterer/Euro RSCG has hired Pete Lewtas to oversee creative efforts for Volvo in Eur ope.

As creative director of MVBMS Fuel Europe, the Amsterdam office that handles the auto maker’s $50 million Euro pean account, Lewtas super vises 30 staffers, including three creative teams.

The office’s current print and outdoor ads for the client are meant to change viewers’ perceptions of the cars from boxy to stylish. The work, which features different views of Volvo’s latest models, is running in major European markets, including the U.K.

Lewtas, a native of England, fills the post that had been shared by freelance creative directors Malcolm Gaskin and Keith Klein. He reports to New York-based partner and managing director Michael Lee.

“The main consideration obvi ously is language,” said Lewtas about crafting work that transcends geographic boundaries. “Occasionally, commercials are made for individual markets. Other times, you have to create work that’s language-neutral. As long as it’s good creative work, it should travel.”

Lewtas, 38, has freelanced at MVBMS since 1997 on cli ents such as Intel and Philips. “We have a good long-distance relationship,” said Lee, add ing that Lewtas’ exper ience in the U.S. and Europe made him an appealing candidate. “He has a larger view of the marketplace.”

Lewtas joins MVBMS from TBWA\Chiat\Day in New York, where he was a creative director and copywriter on Absolut. Before that, he was a director at Byfield Dwyer Films and Rose Hack ney Barber Productions, both London.

Prior to that, he spent four years at BMP DDB Needham in London.