New M&M/Mars Head at D’Arcy

NEW YORK — As part of a leadership overhaul on its major accounts, D’Arcy Masius Benton & Bowles has named Mike Gold evp, global client managing director on its $200 million-plus worldwide M&M/Mars business.

Those duties had been held by the London-based Rudy Prajza, whose role is changing, said D’Arcy chairman and chief branding officer Susan Gianinno.

The move comes as new agency chiefs Gianinno and D’Arcy Worldwide CEO John Farrell assemble a new leadership team after Arthur Selkowitz’s ascension to vice chairman, chief client officer of holding company Bcom3.

During the last six months, New York president Lance Smith has taken over Selkowitz’s duties on Procter & Gamble, and Emanuele Saffirio now heads up the Fiat account in Europe.

Gold, 46, will be based in New York. He joins D’Arcy from BBDO in New York, where he was evp on the Pizza Hut and FedEx accounts, and served as a liaison to offices in 73 countries. A BBDO representative said Gold would not be replaced.

“When you think about Mars, it’s global, and it’s complex,” Gianinno said. “Mike’s background is really perfect.”

Gold said his new role’s biggest challenge is to foster communication more effectively between the shop’s and client’s global networks. “For me, the reason for doing this is that I have an opportunity to shape the future,” he said.