Saatchi Advances Baglivo, Moorman

NEW YORK Saatchi & Saatchi worldwide CEO Kevin Roberts has expanded the roles of two key leaders of the agency’s New York headquarters after a year of significant revenue growth in the office.

New York CEO Mary Baglivo has added oversight for Canada, Latin America and Hispanic marketing unit Conill Advertising in the new position of chairman and CEO of the Americas. New York chief marketing officer Rob Moorman becomes worldwide CMO. Both execs joined Publicis Groupe’s Saatchi in late 2004.

Moorman, who previously reported to Baglivo, now reports to Roberts. In her new role, Baglivo continues to report to Roberts. The moves, which came as Saatchi named Gerry Graf to succeed Tony Granger as New York chief creative officer, took effect this month.

Roberts described Baglivo, 50, as a “one-of-a-kind inspirational leader,” adding that her new position “recognizes the growing importance of Hispanic consumers to virtually all our clients and will bring the Americas closer together within our network.”

Baglivo’s new role encompasses Conill’s offices in New York, Miami and Los Angeles and all but one of Saatchi’s offices in North America, Central America and South America. It excludes Saatchi’s office in Torrance, Calif. Regarding Moorman, 55, Roberts said, “He’s a new-business maven and we fully expect his expanded responsibilities will help us accelerate growth globally.”

Last year, Saatchi’s U.S. revenue grew an estimated 20 percent to about $330 million, driven mainly by the addition of creative duties on Wendy’s and the first full year of revenue from JC Penney, a late 2006 win. In 2007, the New York office also joined the Miller Brewing roster, picking up creative duties on Miller Genuine Draft.

Other clients added since Baglivo and Moorman joined include Ameriprise, Excedrin, Cold Stone Creamery, Pay By Touch and Empire State Development. At the same time, New York losses have been limited to Procter & Gamble’s Old Spice, Eukanuba and KitchenAid.

In an internal e-mail, Roberts, 58, noted that 2007 was a “record year for Saatchi & Saatchi, creatively, financially, operationally and on the new-business front. This growth has created a number of opportunities for our people.”

Among other executives promoted were Cynthia McFarlane, 41, U.S. managing director of Conill, who became president of Nazca Saatchi & Saatchi Latin America and chairman and CEO of Conill, and Conill Los Angeles managing director Carlos Martinez, 48, who became U.S. managing director.

In addition, Jim O’Mahony, 51, CEO for the China, Russia, India and Brazil regions, will leave Saatchi in March to become managing director of Inspiros in New Zealand. His Brazil oversight will be absorbed by Baglivo, and Russia will become part of EMEA CEO Simon Francis’ responsibilities. For Asia, however, Saatchi is expected to name a regional chief.