Lowe Taps Creative Chief on J&J

NEW YORK Lowe has hired Barbara Boyle, a global creative director on Pampers and Tide at Saatchi & Saatchi, to fill the Interpublic Group shop’s top creative post on key client Johnson & Johnson.

Boyle, who takes the title of global executive creative director, will report to Mark Wnek, chief creative officer and chairman at Lowe’s New York office, where the account is based. Estimated worldwide billings on the business are $400 million.

“She was perfect because Pampers gives her such an incredible take” on the category, said Wnek. “She just knows the market inside out. She’s a real professional.”

Boyle, who starts Sept. 21, succeeds Andy Langer, a former worldwide vice chairman at Lowe who on June 1 became chief creative officer at Omnicom Group’s Roberts & Tarlow in New York. Roberts & Tarlow also is a J&J roster shop and handles U.S. creative duties on Neutrogena.

J&J is among Lowe’s largest clients, along with Unilever and General Motors. Lowe’s New York office handles corporate image duties and ads for J&J’s line of baby products. “It’s a very important business to us and one which we hope to be hugely successful on,” Wnek said.

Wnek met with some 15 candidates and seriously considered four before selecting Boyle, an 11-year veteran of Saatchi. Langer’s “shoes aren’t easy to fill,” Wnek added, “but we’ve got a go at that” with Boyle.

Boyle described her experience at Saatchi’s office here as a “fun, interesting ride,” adding, “I really have been thrilled with it.” (Her Saatchi duties will likely be absorbed by other senior executives as the Publicis Groupe agency searches for a successor, according to sources. The shop had no immediate comment.)

The Lowe job represents an “exciting new challenge,” Boyle said. She also was impressed by Wnek and New York CEO Nancy Hill, she added.