Lowe Names Wallace CD on Verizon Wireless

NEW YORK Lowe said Thursday that it has tapped gcd Richard Wallace to steer creative work on a permanent basis for one of its largest accounts, Verizon Wireless.

The New York shop is inheriting the client through its merger with Interpublic Group sibling Bozell.

The decision came after Lowe U.S. chairman and chief creative officer Gary Goldsmith, president and COO Tom Bernardin and evp, executive creative director Dean Hacohen, among others, considered several candidates over a two-month search, an agency representative said. In the end, the search was narrowed down to four; Wallace, who has worked at Bozell since July 2000 on The New York Times, Datek and Excedrin, was the only internal candidate considered.

Verizon Wireless has lacked stable creative leadership since the exit of Bozell gcd Rich Levy last summer. Wallace, a copywriter, started working on the account after Bozell ecd David Nobay left in March for the top creative post at Saatchi & Saatchi in Sydney, Australia.

Nobay took the creative reins on the account after the departure of Levy. Levy, who had worked on the account since Bozell won it in 2001, was let go after proposing to the Bedminster, N.J., client that he and the account move to IPG sibling and Verizon Wireless roster shop Hill, Holliday, Connors, Cosmopulos.

Verizon Wireless spent about $730 million on U.S. measured media in 2002, according to CMR.