Pearlstein Joins Team One As Hardee's Plans Review




NEW YORK-Leonard Pearlstein, founder and managing partner of The Pearlstein Group, has been named co-chairman and chief executive of Team One Advertising.
The appointment, effective Nov. 1, will pair Pearlstein with co-chairman Tom Cordner to run the $250 million shop. Pearlstein will succeed Scott Gilbert, who was named chief executive of Saatchi & Saatchi Pacific in Torrance, Calif., last week.
Pearlstein, a former U.S. president of Lord, Dentsu & Partners and co-founder of the defunct keye/donna/pearlstein in Los Angeles, will work with Cordner on the El Segundo, Calif.-based agency’s flagship Lexus account. “The only thing better than working on car business is working on the Lexus brand,” said Pearlstein, who led LDP’s winning pitch for Mazda’s Amati luxury division in 1992.
Cordner said Pearlstein was “the obvious choice” after meeting several candidates. Creatively, he “fits like a glove into our culture.”
In a related move, Team One will temporarily pick up creative duties for Hardee’s Food Systems’ $80 million account, which has been handled by The Pearlstein Group in Los Angeles since early 1996.
Team One and Hardee’s will both “evaluate” whether the two want to pursue a long-term relationship, said Pearlstein and Cordner. Nonetheless, Hardee’s new owner, CKE Restaurants in Anaheim, Calif., is planning a review and will likely invite Team One to defend, said sources. Executives at CKE could not be reached. Carat ICG in Los Angeles handles media buying and planning.
At Saatchi, Gilbert succeeds Joe Cronin, who will become worldwide account director on Toyota full-time.