Saatchi Team Takes On Big G

Saatchi & Saatchi’s Mark Cacciatore and Ron Arnold get some of their best ideas for cereal ads from their kids.

The creative partners, recently promoted to the new post of evp, executive creative director worldwide on General Mills, strive to reflect reality—Cacciatore calls it “the mirror”—when crafting ads.

For instance, a TV spot for Cheerios that broke in January, “Breakfast in Bed,” was based on a Saturday-morning ritual in which Arnold’s two daughters would jump onto their parents’ bed, bowls of cereal in hand, at 7 a.m.

In just more than a year as partners and group cds, Arnold, 51, and Cacciatore, 43, have turned small, real-life moments into spots for Cheerios and Kodak.