After a brief stint in public relations, Michael Goldberg is headed back to the creative agency world with a new post as partner and chief marketing officer at Deutsch, New York.
He officially joins Deutsch in August. Most recently, Mr. Goldberg was senior partner and global CMO at Omnicom Group's Porter Novelli; he joined last October, filling a role that had been vacant for years. His arrival was meant to help the agency rebrand and attract new business, but in the past several months, the shop has lost a number of senior staffers.
Asked why PR agency move was so brief, he told Ad Age : "I simply missed the industry I consider my craft. I have always loved advertising -- the creation, the expression, the people and the way of thinking. I will look back on the venture as a bit of post grad work to expand horizons, globalization and respect for integrated communications. While many of the people I met along the way were nice and talented, we did not have similar wiring."
He added that he's been curious about Deutsch for many years, and more recently began to admire the agency. "At first it was intrigue," Mr. Goldberg said. "With their success, it grew to admiration. As a competitor, it shifted to a respectful, competitive anger. As I got closer to the culture, it turned into like. When I got to know the people, their talents and ideals, it turned into love. I am charged to be joining a powerful leadership team that is never afraid to stand up, speak out and fearlessly fight for the things they believe in. ... It is what I am used to and have been very impressed with the focus and fight of every person I have met. The sense of cultural belonging is simply undeniable."
Porter Novelli did not immediately respond to a request for comment.
Deutsch, New York CEO Val DiFebo called search for the CMO role "intense" and said in a statement that "Michael has a great cultural connection with us, he's wired like a Deutscher, passionate and intense." Ms. DiFebo and other senior leaders at the shop have been handling business development since September 2010, in the wake of the departure of Chief Corporate-Strategy Officer Mike Duda,who left Deutsch to launch a startup with NBA basketballer Steve Nash.
The agency's clients include Microsoft, PNC, Lunesta, and most recently, it added GoDaddy to its roster.
~~~ Alexandra Bruell contributed to this story