Sapient Appoints Creative Chief

BOSTON Sapient said Gaston Legorburu, head of the company’s experiential marketing unit, will take on an expanded role as chief creative officer, a new position at the technology consulting firm.

Cambridge, Mass.-based Sapient provides guidance on marketing, business operations and technology. Legorburu’s promotion underscores the importance of creativity and innovation in those areas.

Legorburu adds broad creative oversight and he will continue to work closely with Clement Mok, a long-term advisor to the company on trends and standards in design and interactive marketing.

“Senior marketers are increasingly looking beyond their traditional agencies for strategy and innovation,” said Alan Herrick, Sapient CEO. “Gaston understands the future of marketing, and I am confident that he will build on Sapient’s strong legacy in Web and interactive marketing to help our clients become more innovative.”

Said Legorburu, “The art and science of marketing are coming together as never before.”

Legorburu joined Sapient earlier this year through the company’s acquisition of Planning Group International, a Miami-based integrated marketing agency, where he was founder and CEO.

Sapient’s clients include BP, Harrah’s Entertainment, Janus, Sony, the U.S. Marine Corps and Verizon.

—Adweek staff report