Angelos to D’Arcy as Top Creative

Peter Angelos has worked at top-tier creative shops over the years, and both he and his new bosses agree that D’Arcy, which he has joined as executive creative director for North America, isn’t one of them.

The goal is to change that with the addition of creatives like Angelos and Gary Topolewski, who’s at D’Arcy in Detroit.

“We need to get dramatically better in the key area of our own product,” said D’Arcy North America president Patrick Sherwood.

Angelos comes from FCB in San Francisco. Other than a brief stint at TBWA\Chiat\Day in San Francisco, he has spent most of his career at FCB and is most linked with its work for Levi’s.

Although Angelos will be D’Arcy’s top North American creative, re gional creative chiefs will not report to him, and he will not directly oversee work. Instead, he will remain in San Francisco and go where needed. His first assignment, a Pontiac campaign, will take him to Troy, Mich.

“We are not creating direct reporting relationships between creative directors and Peter,” Sherwood said. “My experience is when you have these wandering creative people [without specific assignments like Peter], they wind up without a role.”

D’Arcy’s reputation for creative stodginess stems in part from its client list, which includes General Motors and Procter & Gamble. Angelos cited GM, and specifically Cadillac, as a prime area for improvement.

“I have the luxury of not having sat through years of [Cadillac] meetings,” Angelos said. “It got too intellectual; it needs to be a lot more visceral.”

Angelos will report to the worldwide creative director once that post is filled. It has been vacant for more than a year since John Nieman left.