TBWA Veteran to Run Creative for CP+B Miami

By Patrick Coffee 

In the latest addition to its North American team, CP+B has named Gustavo Sarkis to lead its creative operations in Miami.

Sarkis joins the agency from TBWA, where he served as creative director on recent campaigns for Gatorade; TBWA/Chiat/Day recruited him and colleague Renato Fernandez from BBDO’s Brazilian outpost Almap in 2011 to help run that very account in LA.

While at TBWA, Sarkis played a crucial role on the team credited with winning the Adidas World Cup pitch.

In his new position, he will run creative on all of the Miami office’s accounts, which include Infiniti Mexico and Latin America (win FINALLY confirmed in October), several “agency-developed products” like Papa’s Pilar rum and, yes, The Miami Dolphins.

The hire is CP+B’s latest big creative move after the agency decided to eliminate the worldwide CCO position in 2013 and search for industry veterans to run its respected offices: Ralph Watson of BBDO scored the lead role at Boulder in August 2014, and CP+B LA lured Kevin Jones away from W+K Portland last month.

Sarkis’ arrival in Miami is preceded by that of another Wieden vet: Spence Kramer, who formerly managed the Coca-Cola account at W+K Portland, became global managing director in Miami last May.

In the release, Chairman Chuck Porter praises Sarkis and Miami itself, calling the latter “a magnet for global creativity and a great resource for multi-cultural talent” and naming Sarkis as the perfect creative leader to take advantage of its hot spot status.