Siegel Jumps to Y&R as Group CD

One of TBWA\Chiat\Day’s creative directors has followed the EarthLink account out the door.

Rich Siegel, 44, has left the Playa del Rey, Calif., agency after more than five years there for a job as group creative director at Young & Rubicam in Irvine, Calif.

The move comes just weeks after the one account Siegel had been working on of late, the $40-50 million EarthLink business, left TBWA\C\D for LB Works in Chicago. Siegel described his departure from TBWA\C\D as a “mutual parting of ways.”

At Y&R, Siegel will work on the estimated $70 million Jaguar business and the $150 million Sony electronics account. He is one of two group creative directors in Irvine, joining Sherry Pollack, who leads Lincoln Mercury creative.

An 18-year industry veteran, Siegel said he was attracted by the chance to work with executive creative director John Doyle, to whom he reports. “He’s a legend in the business. I’ve also seen how he’s had an impression on this office,” Siegel said, citing an improvement in creative product.

Doyle said Y&R had been pursuing Siegel since last year.

“We were looking for someone who has the depth of experience he does and the creative faculties he has,” Doyle said. “The work he’s been associated with and responsible for is among the most impressive in the business.”

Among Siegel’s efforts was ABC’s “Yellow” campaign, which was introduced by TBWA\C\D in 1997 and subsequently recognized as one of the best of the decade at The One Show in New York. His work on EarthLink brought him an Effie and a One Show pencil. Ads he did for former TBWA\C\D client were honored at the 2001 Cannes festival.

Trained as a copywriter, Siegel will oversee a group of 10 copywriters and art directors at Y&R. He will also help in developing the culture at Y&R, which Doyle said is still “in the gestation phase,” and aid in new-business efforts.

“I have been in this business longer than a lot of people,” Siegel said. “I want to make sure that client needs are served. After that, I want to do creative work that is recognizable in the industry. Sometimes younger creatives get that reversed.”

Siegel is now a two-time veteran of TBWA\C\D. He first worked there from 1990-93, then joined BBDO in Los Angeles and Team One Advertising in El Segundo, Calif., before rejoining TBWA\C\D in 1996.

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