McCann-Erickson Worldwide has named chief creative officer Marcio Moreira to the new post of director of global brands, effective Jan. 1.
Moreira's mission is to act as chairman John Dooner's "chief brand builder" for McCann's
28 global clients, including General Motors and Unilever. Many ad agencies are repositioning themselves to fend off management consultants and brand identity firms.
"We haven't had someone here to talk with the CEOs and worldwide marketing officers about brand development, which is an art form," said Moreira.
Moreira, 50, will retain his chief creative officer title but relinquish his duties as regional director of McCann-Erickson Asia Pacific. Peter Hamilton, based in Sydney, Australia, will replace him in this role. Hamilton was based in New York as an executive vice president with global new business responsibilities.
Moreira will leave the day-to-day management of McCann's global accounts to the global account directors, who report to him.
Agencies that have made similar appointments recently include Ammirati Puris Lintas, another Interpublic Group of Cos. agency, which named Rick Hadala, an ex-McKinsey & Co. executive, its CEO of North America.