Saatchi Gets Ecumenical

Heard the one about the Jewish creative director who got an assignment from a monsignor through a mutual friend who’s a Methodist?
In a nutshell, that’s how Saatchi & Saatchi, New York, got a chance to create three TV spots for the U.S. Catholic Conference in Washington, D.C.
The 30-second spots will stress that it’s never too late to mend fences with a relative, said Jim Wilday, management supervisor. A print ad and three radio spots also are planned.
The broadcast ads will share a common tagline, tentatively: “If you think you can’t make it right, you’re wrong.” They are due to break in June.
But the story of how Saatchi got the pro bono job dates back to the fall, when Monsignor Francis Maniscalco told former Saatchi chairman Milt Gossett that he needed help for a public service campaign. Gossett, the Methodist, called Stan Becker, the then-chief creative officer who is Jewish, and after a few meetings, Saatchi was on board. –Andrew McMains