Euro RSCG MVBMS hopes some of the magic of BMW Films will rub off on its own efforts now that one of the team members on that Fallon project, Mark Sitley, has joined the Havas shop.
Sitley, director of production at Fallon in New York, will move to crosstown shop Euro as its 20th partner next month. Sitley, 52, will also be ecd, a new title at the agency, and will report to shop president John Berg.
"There are always great ideas, but the problem was always, 'How the hell do we get it done?' " Berg said. "Mark has proved he knows how to answer that question every time. One of the best examples was BMW Films. He steered that idea that seemed risky and made it reality and made it great."
"[Euro] isn't really known [for being] really fresh, and hiring Mark shows they want to reinvigorate themselves," said Steve Dickstein, a former colleague of Sitley's at Fallon and president of Partizan, the New York production house.
Berg said Sitley will oversee all production efforts, not just broadcast. "We're elevating the role of production, which acknowledges some of the forces we see happening in the marketplace right now," he said. Trish O'Reilly, Euro's former head of production, was named chief of staff earlier this year.
For his part, Sitley decried the conservative state of many creative shops. "I despise advertising that patronizes the public and simply tries to hawk things," he said. "And if you're going to do that, just get production out of the way and simply say what you honestly have to say. I'm definitely a Bill Bernbach guy in that respect."
Jon Kamen, CEO of New York production house @radical.media, said of Sitley, "He's simply interested in ideas and the best way to realize them."