NEW YORK Carlos Sanchez has been named the first worldwide creative director at Saatchi & Saatchi X, the retail marketing unit of Publicis Groupe's Saatchi & Saatchi, the company said.
Sanchez will report to Andy Murray, Saatchi X worldwide CEO, and will sit on the Saatchi & Saatchi Worldwide creative board, which is chaired by Bob Isherwood, the agency's creative global leader. The creative board meets once a quarter and reviews work from across the Saatchi network.
"Carlos Sanchez has been a catalyst for companies worldwide to define, express and leverage who they are through their brands," said Murray in a statement. "He is an excellent fit for our agency because he knows what drives people to buy and understands that the platform for business success is the smart and rigorous combination of brand, consumer insights and the intelligent use of technology."
Sanchez will maintain three offices: New York, Chicago and Arkansas, although he will spend most of his time in the latter, where Saatchi X is headquartered and works for Wal-Mart.
Sanchez, who started in June, has spent his time meeting the creatives on key accounts such as Procter & Gamble and Wal-Mart and explaining his creative vision. "I like to think of creatives as strategists and strategists as creatives. I think the client's strategists and creatives should be presenting ideas together," he said in an interview. He will also be involved in the solicitation of non-network business.
Prior to joining Saatchi X, Sanchez was the chief marketing officer at ShopBistro, a shopping channel that will compete with the likes of the Home Shopping Network and QVC when it launches in three to four months.
Sanchez, who declines to give his age but says he has been in the advertising industry for over 25 years, began his creative career at Wolff Olins in London in the 1980s, where he designed corporate identities. From there he went to Diefenbach Elkins, now known as Futurebrand, as design director in the early 1990s. In 1998, he co-founded St. Aubyn, a branding agency, before moving on to be ecd at Interbrand and working with clients such as P&G, AT&T, eBay and CNN.
Asked what philosophy he brings to Saatchi & Saatchi X, he replied: "One of Einstein's students came up to him and asked what the questions would be for the end-of-year paper. Einstein said, 'They're the same as last year, but the answers are different.' The same thing is happening in marketing and creativity. We have to come up with new ideas and new ways of thinking, but it's still selling people things."