Publicis Worldwide has named Bruno Bertelli to the newly created post of global chief creative officer. Mr. Bertelli most recently served as Publicis Worldwide Western Europe executive creative director and CEO of Publicis Italy. Mr. Bertelli has also been overseeing the Heineken global creative account for nearly a year. He was instrumental to the agency winning lead duties for the brand after Heineken parted ways with Wieden & Kennedy last year.
In his new role, Mr. Bertelli will lead the Publicis Worldwide global creative board, whose mission is to uphold the creative standards across the network. Along with Heineken, he will also oversee the creative on some of the agency's other large clients, including Renault and Nestle. He will retain his duties in Italy as well, along with ECD Cristiani Boccassini.
"Bruno is an exceptional creative leader who has the ability to inspire and the capacity to tackle major client challenges successfully," said Publicis CEO Arthur Sadoun in a statement. " His commitment to lead the change and his outstanding global client work is testament to this and the business we are building."
Prior to leading Heineken global, Mr. Bertelli already had plenty of experience overseeing innovative work for the brand in Italy. That included the 2010 Gold Media Lions winner "Auditorium," in which girlfriends, professors and bosses convinced avid football fans to miss a highly publicized match to watch a string quartet concert -- only to be surprised by a different kind of performance; as well as the Gold PR Lion-winning "Candidate" campaign that put potential Heineken interns through an unconventional interview process.
Most recently, Publicis Italy was also behind Heineken's global responsible drinking ad featuring Bonnie Tyler's classic track "Holding Out for a Hero." It depicted strong, confident women bypassing blacked out heavy drinkers in search of guys who are more measured when it comes to imbibing alcohol.
"I look forward to driving our creative work to even greater success for our clients," Mr. Bertelli said in the statement.
"Bruno is a prolific talent and over the years has built an agency whose value is recognized globally," said Mark Tutssel, creative chairman of Publicis Communications added. "He has excellent experience and a reputation for maintaining and acquiring great talent. This, alongside ensuring there is a strong connection between the multiple regions and the wider Publicis Communications network, will be pivotal."