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Arnold Taps Baglivo

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Arnold continues to shore up the leadership of its regional affiliates, last week naming Mary Baglivo president of its New York office, Arnold McGrath.

Her primary mandate: win new business and help turn around an outpost that suffered 30 percent declines in both billings and revenue in 2001. Baglivo had been CEO of New York's Panoramic Communications.

Baglivo joins July 8, and succeeds Stephen Baden hop, who is leaving Arnold. Baglivo will report to Pat McGrath, chairman of the New York office.

Along with building on a recent new-business streak (Bermuda Tourism, United States Tennis Association), Baglivo is charged with helping to expand the agency's relationship with clients such as Procter & Gamble and GlaxoSmithKline, ac cording to McGrath.

She comes to Havas-owned Arnold armed with packaged-goods and health care experience, having steered the P&G and Bayer accounts during her 18 years at Euro RSCG Tatham. She left that Chicago agency, also part of Havas, as CEO in 1999.

"I respect and know how to work with P&G and healthcare clients," she said.

The New York office, with $460 million in bil lings, trails only Arnold's Boston headquarters in terms of size within the agency's global network. Building its presence in the crucial New York market has long been a goal for Arnold management, perhaps more so with the closure two weeks ago of its San Francisco outpost.

McGrath—who insists he isn't stepping down anytime soon—called Baglivo his "heir apparent." Arnold managing partner Tom Lawson has also been viewed as a possible successor to McGrath.