DMB&B Builds Creative Ranks

D’Arcy Masius Benton & Bowles’ Troy, Mich., office is augmenting its creative staff as part of an increased emphasis on new business development.
While its new business unit has traditionally been a “lean” operation, the agency now intends to become “creatively overstaffed” in order to aggressively pursue new accounts while it handles work for current clients, said Patrick Sherwood, managing director of the office.
New accounts would be handled by the diversified business unit known as group d’arcy, a full-service “agency within an agency” that currently works for such clients as Ryder TRS truck rental, Dow Chemical, the American Plastics Council and Oakwood Healthcare System. Its resources are separate from the rest of the agency, which concentrates on General Motors’ Cadillac division and the Pontiac nameplates for the Pontiac-GMC division.
Toward the goal of “overstaffing” the creative department, DMB&B is adding about six positions within group d’arcy and has hired Will Perry as a senior vice president and group creative director, reporting to Gary Horton, chief creative officer. Perry teams up with Mark Gjovik, who recently took over as group account director of group d’arcy after spending 14 years in the same position on Pontiac. Perry succeeds Noel Nauber, who retired earlier this year.
“The hope is that group d’arcy becomes a change agent,” Sherwood said. “General Motors is very much behind it. They want the diversity and the fresh thinking it brings.”
Perry previously served as DMB&B’s regional creative director for Eastern Central Europe and creative director for Coca-Cola Europe. His extensive new business development experience is complemented by a diverse creative background, Sherwood said.
Perry said the Troy office’s “overwhelming commitment to doing the absolute best creative” work made the offer attractive. “We want to get on the map as the creative hot shop for Detroit,” he said.