New MediaVest CEO's Task: Forge Identity

Laura Desmond spent 16 years at Publicis Groupe’s Starcom and the media department of the agency from which it sprang, Leo Bur nett. Now her toughest challenge to date may be getting out from under Starcom’s shadow.

Desmond, 37, was named CEO of Star com sibling Media Vest USA earlier this month, replacing Donna Salvatore, who became chief investment offi cer.

Desmond inherits a shop with a quiescent new-business profile. Since it won Kraft’s $800 million business in December 2000, Media Vest has been all but invisible in major pitches, in part because it is still seen by many as “Starcom’s conflict shop,” said one media executive.

The agency also must forge an independent identity after the dissolution of its creative sister, D’Arcy Masius Benton & Bowles, although MediaVest said it has not lost business from that.

The task of building up MediaVest is not unlike the one Des mond had three years...