G2 Appoints Singer CCO

NEW YORK Leslie Singer has been named CCO of G2 Branding & Design, a division of G2 Worldwide, said Jason Press, G2 Branding & Design’s president.

Singer succeeds Victor Mazzeo, who left the company earlier this year. Singer reports directly to Press.

“What I expect is for her to inspire the creative team to draw upon her vast experience to figure out innovate ways to solve clients design challenges, but at the same time keeping an eye on meeting their business needs,” said Press. “She’s not about design for design’s sake.”

G2 Branding & Design’s client list includes Absolut, Pantone and Ramada Inn. Singer will oversee a staff of 60. G2 is a unit of Grey, which is owned by WPP Group.

Singer, 49, is a 25-year veteran of the advertising business, having worked at shops such as Rosenfeld, Sirowitz & Lawson, McCaffery McCall and Ogilvy & Mather. She also ran her own company, Singer Design, which advised clients such as Coca-Cola, American Express, Sony, USPS, General Motors and Gateway. McCann Worldgroup ultimately bought Singer Design.

“I worked at places that were run not by corporations but by visionaries. I worked at Ogilvy when you still got memos from David,” said Singer. “I think we need to go back to that a little bit. We’re all working for shareholder price, but at the end of the day we’re still a business of ideas and we’re a business of talented people. It’s a client’s responsibility to kill good work, not mine.”

Singer will take part in all new business pitches and describes winning accounts as an almost mystical experience: “If you have a good staff, they can do the heavy lifting internally, but to go out and strengthen a place with new business wins, that is what turns me on.”