Panoramic CEO Takes Arnold McGrath Post

NEW YORK — Panoramic Communications CEO Mary Bagilvo is taking the post of president at Arnold McGrath, the agency confirmed Friday. In accepting the position, she becomes the clear choice to succeed the New York shop’s namesake, chairman and CEO Pat McGrath.

The move was expected [Adweek, June 17].

Baglivo, 44, who joins the agency July 8, fills the spot vacated by Stephen Badenhop, a 20-year Arnold McGrath veteran who is leaving to spend more time with family.

She will report McGrath, 68, who is said to be retiring at the end of the year. Though McGrath denied that he is retiring, he acknowledged that Baglivo is his “heir apparent.” Arnold managing partner Tom Lawson has also been mentioned as a possible successor to McGrath.

“We are hoping to continue the run we’ve had on new business,” said McGrath, referring to this year’s Bermuda Department of Tourism and USTA wins. He also added that Baglivo will help expand business with existing clients, such as Procter & Gamble and GlaxoSmithKline.

Baglivo comes to the agency armed with packaged goods and healthcare experience, having steered the Procter & Gamble and Bayer accounts during her 18 years at Euro RSCG Tatham. She left as chief executive of Tatham in 1999.

“I respect and know how to work with P&G and healthcare clients,” said Baglivo. “But, just as important is the ability to lead a team in new business … I’m thinking about [Arnold McGrath] is a futuristic way. They are talented people, smart, sophisticated marketers, creatively driven. I want to ratchet up the voltage in a significant way … I think this agency has been very shy.”

Before joining Panoramic last September, Baglivo served as chief operating officer at J. Walter Thompson North America. Panoramic is in the process of divesting its units, which include Earle Palmer Brown and BEN Marketing.