NEW YORK The Playa del Rey, Calif., office of TBWA\Chiat\Day has added two creative directors, including Patrick O'Neill, a former group cd on Absolut at the shop's New York headquarters.
O'Neill, 41, will oversee creative development on Sara Lee's Ball Park, Senseo and namesake brands, which collectively spent about $65 million in major measured media last year, according to Nielsen Monitor-Plus.
The agency's other Sara Lee assignments—Jimmy Dean sausages and State Fair corn dogs, which together spent roughly $20 million last year—are handled by cd Jerry Gentile. The Omnicom Group shop also is vying for creative duties on Sara Lee's $25 million Hillshire Farm brand, against incumbent Element 79 in Chicago, another Omnicom agency. A decision is expected this week.
TBWA\C\D's other new cd is Curt Detweiler, who shifted from TBWA\G1 in Paris, where he was the European regional creative director on Nissan. At his new office, Deitweiler, 34, will continue to work on Nissan—TBWA's largest global client—and will partner with Joe Shands. "Curt will provide some good rudder to Joe's wind and sail," said Rob Schwartz, executive creative director at the agency. "Joe is a visionary, 'What if?' guy, and Curt can turn a 'what if?' into 'what is.'"
Chris Garbutt, a former senior art director at TBWA\Paris, has filled Detweiler's regional cd post.
With O'Neill and Deitweiler, TBWA\C\D in Playa del Rey has 10 creative directors. Each reports to Schwartz.
O'Neill previously spent five years at TBWA\C\D in New York, where he also worked on K-Mart, Orbitz.com and Circuit City, among other brands. He left in April 2005 and since then has been freelancing at shops such as MDC Partners' Kirshenbaum Bond + Partners in New York, New York independent Sugartown Creative and TBWA\C\D, where he was part of a team that won Sara Lee's delicatessen meats and bakery products last month.
"He's well-schooled in popular culture. He's kind of a great thinker that way," said Schwartz.