Carla Serrano is leaving TBWA\Chiat\Day to become a partner at communications planning specialist Naked Communications in New York.
Serrano, 40, had been chief strategy officer at the New York office of Omnicom
Group’s TBWA\C\D. At Naked, she’ll fill the vacancy left by the April 2010 exit of M.T. Carney, who became president of marketing at the Walt Disney Studios.
In making the move, Serrano cited Naked’s client roster as well as the agency’s “progressive, nimble nature.” Top clients include Coca-Cola, Johnson & Johnson, Kraft Foods and Kimberly-Clark.
Serrano, who starts Feb. 15, will become the third partner in Naked’s New York office, alongside Paul Woolmington and Neal Davies. Woolmington and Carney opened the office in 2006.
TBWA\C\D has launched a search to fill its chief strategy officer opening, an agency representative said. In the meantime, other senior planners at the shop will absorb the duties. More than a dozen planners work in the office, whose clients include Mars, Absolut and Vonage.