DDB Searches for Creative Help

John Staffen, the top creative on DDB Worldwide’s McDonald’s account, has had his administrative role reduced, forcing the agency to search anew for a senior creative executive for its largest account. Staffen was tapped for the group creative director’s post less than a year ago.
Most of Staffen’s administrative duties for McDonald’s have been taken on by Bob Scarpelli, vice chairman and chief creative officer.
“The whole thing is designed to give me more time to be a creative on McDonald’s,” Staffen said.
At the time of Staffen’s hire, DDB said McDonald’s demanded a daily creative presence in Chicago and at the chain’s nearby Oak Brook, Ill.,