Macdonald Part of a Larger Plan to Upgrade Agency's Creative
CHICAGO--D'Arcy Masius Benton & Bowles put another piece in place in a plan to upgrade its creative product with the addition of Martin Macdonald to its cornerstone Cadillac account.
Macdonald, 41, joined the Troy, Mich., shop as senior vice president, executive creative director of the agency's Cadillac account.
Patrick Sherwood, president of D'Arcy's Detroit and Los Angeles offices, said hiring Macdonald is part of an effort to raise the quality of the agency's creative output.
"This is absolutely an overt attempt to up the overall quality of the work," Sherwood said.
Macdonald was recommended to Sherwood by Robin Weeks, who was recently hired as chief creative officer of the agency. Weeks, who starts later this month, will replace Gary Horton, who resigned from D'Arcy last fall.
Weeks, formerly creative director at J. Walter Thompson, Warsaw, Poland, and Macdonald, who has been working as a freelancer since June but previously also worked overseas, were acquaintances in Europe, Sherwood said.
Macdonald resigned from Bronnercom's London office in June after three months as creative director. He joined the London agency after stints with WestWayne, Atlanta, and creative positions with agencies including Hal Riney & Partners in San Francisco and Asher/Gould and BBDO, both in Los Angeles.
"I saw in him a very forceful but an amiable presence," Sherwood said.
Macdonald replaces Jon Parkinson on the agency's estimated $190 million Cadillac account. Parkinson left D'Arcy in February citing "philosophical differences."
Parkinson has since joined JWT Detroit to work on its Ford Motor Co. account.
Macdonald's experience on car accounts such as Honda, Ford and Acura, along with his Internet savvy and global experience, made him an obvious choice for the Cadillac creative job, Sherwood said.
D'Arcy launched a new campaign for Cadillac last fall using the tagline "The Power of &." Macdonald will spearhead the continued development of that campaign, Sherwood said. K