Senecal to Lead Coke at McCann

NEW YORK Lori Senecal, who this month returned to McCann Worldgroup after only three months as CMO of DDB [Adweek Online, Feb 10] has been named worldwide account director on McCann’s Coca-Cola business, the agency said.

McCann has no U.S. Coke work, but handles brands such as Dasani and Coke Classic in various overseas markets.

The move is part of an executive reshuffle on other top accounts. Effective Feb. 17, Senecal takes over for Daniel Binns, who will become worldwide account director on the agency’s Unilever business. Binns, 39, in turn, succeeds Unilever worldwide account director Peter McGuinness, who was promoted to the new position of regional director of Europe, Middle East and Africa for McCann sibling Momentum, an event-marketing and promotions company. He is also worldwide director of consumer activation Those two changes become effective March 1.

Senecal, 40, will continue to be based in New York; Binns will relocate from New York to London, and McGuinness continues to be based in London.

In his new role, McGuinness, 36, will report to Momentum worldwide CEO Chris Weil.

In a statement, Weil said, “Advertisers communicate with consumers about their brands via broadcast, print and digital space, but to build marketplace demand, brands also need to interact with consumers, which is Momentum’s area of expertise.”

McCann Worldgroup CEO John Dooner in a statement praised McGuinness and Binns’ skills and experience, saying, “Peter’s experience in leading key worldwide businesses gives him a special understanding of what clients need in local markets and how Momentum’s expertise can further their sales goals. Daniel’s background, in our media area, as head of two of our agencies and as worldwide account director, likewise gives him special perspective that he can bring to our important global Unilever business.”

At McCann, McGuinness had run the MasterCard business from 2002 to 2005 before taking over the Unilever account. He began his advertising career in 1991 at the McCann media department. During those years, he also worked on accounts such as Black & Decker, Johnson & Johnson, Rubbermaid, Gateway and AT&T.

Binns, a McCann staffer since 1988, has worked on media for GM, Goodyear and Esso in Europe. He also has worked for McCann in London; Brussels, Belgium; Johannesburg, South Africa; Malaysia; and Indonesia.