NEW YORK-Leonard Pearlstein, founder/managing partner of The Pearlstein Group in Los Angeles, has been named co-chairman and chief executive of Team One Advertising in El Segundo, Calif., Adweek has learned.
The move will pair Pearlstein with co-chairman Tom Cordner as heads of the creatively focused $250 million shop, effective Nov. 1. For Pearlstein, the former U.S. president of Lord, Dentsu & Partners and co-founder and chief executive of keye/donna/pearlstein in Los Angeles, the move is a return to the luxury car business.
Pearlstein led LDP’s winning pitch for Mazda’s Amati luxury division in 1992, a project that was later shelved. Now he will work with Cordner on Team One’s flagship account, the Lexus luxury unit of Toyota Motor Sales U.S.A.
“The only thing better than working on car business is working on the Lexus brand,” Pearlstein said. Cordner said Pearlstein was “the obvious choice.” “He fits like a glove,” he said.
Team One will temporarily pick up the creative assignment for Hardee’s Food Systems’ $80 million account, now handled by The Pearlstein Group. However, Team One and Hardee’s will soon “evaluate their options,” Pearlstein said. Hardee’s, owned by CKE Restaurants in Anaheim, Calif., will likely hold a review for the creative portion of its account and invite Team One, sources said.
Pearlstein will succeed Team One co-chairman and chief executive Scott Gilbert, who was promoted last week to chief executive of Saatchi & Saatchi Pacific in Torrance, Calif.. Gilbert succeeds chief executive Joe Cronin, who becomes full-time worldwide account director on Toyota. Those changes are also effective Nov. 1.
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