Rabosky Back in L.A. as Saatchi Creative Chief


Former TBWA\C\D Adman to Oversee Toyota, Shop’s Biggest Client
LOS ANGELES–Local creative hero Steve Rabosky, whose credits include the Energizer Bunny and Apple Macintosh launch campaigns, has returned to Southern California in a big way. He is joining Saatchi & Saatchi Los Angeles as chief creative officer–a pivotal post in which he will supervise all creative work for Toyota Motor Sales USA, the Saatchi network’s largest global account.
Rabosky, 46, succeeds Joe McDonagh, who left the Torrance, Calif., agency in January 1999 to become co-president of Ogilvy & Mather’s office here. Saatchi took some 18 months to name a replacement, said CEO Scott Gilbert, because “we wanted a guy who would make a statement that Saatchi is serious about creative. Steve is singularly focused; all our conversations focused on the work, the work, the work. … With a guy of Steve’s caliber, we’ll have more horsepower to round out our client list.”
Rabosky, a TBWA\Chiat\Day creative star for more than a decade, left the agency in 1997 to be one of the founding partners in The Leap Partnership’s now-defunct L.A. office. He then joined Ammirati Puris Lintas, first working in New York as creative director, worldwide brands, and then moving to London as chief creative officer. He left England late last year, following Ammirati’s merger with Interpublic sister agency Lowe & Partners.
Rabosky said he relishes the opportunity to raise the bar for Saatchi, which is celebrating its 25th year as Toyota’s ad agency.
“Even without an ECD here, the work’s gotten incredibly better over the past couple years,” he said. “I figured if they could do that without an ECD, there’s no reason why the work can’t be as good as the product.”