Publicis Names Loeb 4th GCD

Count Carl Loeb’s new boss among the admirers of Bartle, Bogle Hegarty’s polarizing post-9/11 campaign for Cantor Fitzerald’s eSpeed division, which featured interviews with survivors of the shattered firm.

“People either love it, or they think it’s awful,” said Publicis New York chief creative officer Peter Nicholson of the documentary-like TV spots, directed by Errol Morris. “I think it’s great. It’s brave.”

Loeb, 39, who worked on the eSpeed effort at BBH in New York while in his former post as an associate creative director and copywriter, has joined Publicis as its fourth group cd. (Sibling shop BBH is 49 percent-owned by Publicis Groupe.)

In the new post, Loeb will oversee creative on the estimated $30 million Principal Financial Group account. He will have access to six creative teams to prepare for a spring TV campaign, which will continue this year’s “Why do we work?” theme and highlight Principal’s 401(k) and employee benefits, Nicholson said.

Loeb reports to Nicholson, who previously handled daily responsibilities on Principal and now will focus more on the direction of the shop’s 115-person creative department and new business. Nicholson met the Oregon native about six years ago through Scott Wild, Nicholson’s former creative partner at Leagas Delaney in San Francisco, now a cd at Cramer-Krasselt in Chicago.

During his two-year tenure at BBH, Loeb worked on Men’s Journal and ING Direct, as well as on eSpeed. “Those were incredibly real moments,” Loeb said of the eSpeed interviews. “They gave us their hearts.”

Before BBH, Loeb was at Havas’ Arnold in Boston for four years, where he worked mainly on Volkswagen. Loeb started his career about a decade ago as a copywriter at Mofatt/Rosenthal in Portland, Ore. In his spare time, he enjoys tennis and skiing.