WHAT'S LEFT OF D'ARCY TO BE CALLED 'CHEMISTRI'

New Name Announced Last Night in Detroit

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DETROIT (AdAge.com) -- The new name of Publicis Groupe's D'Arcy Masius Benton & Bowles is Chemistri, according to an announcement made to several hundred employees at the Detroit Science Center last night.

Chemistri becomes the new global headquarters for a new dedicated General Motors Corp. shop focused on Cadillac, Pontiac and GM Service Parts operations.

Top execs
Patrick Sherwood, previously head of D'Arcy's Detroit office, will lead the new organization as CEO. Gary Topolewski, formerly chief creative of D'Arcy Detroit, is the chief creative officer.

The new unit reports to Roger Haupt, president and chief operating officer of Publicis Groupe. Mr. Haupt also serves as chairman of Chemistri. "Chemistri has been formed in close collaboration with GM," Mr. Haupt said. "They have partnered with us every step of the way."

D'Arcy began as a small St. Louis shop

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in 1906 and grew into the world's 14th largest agency brand. Last October, it became a victim of industry consolidation when Publicis announced plans for its demise shortly after acquiring its parent company, Bcom3 Group.

Recycled name
The name Chemistri is a recycled one -- it was previously used by Burnett for the Internet agency that became iLeo last year. The D'Arcy name will now disappear.

Chemistri's new management today said the agency will draw on creative resources from other Publicis units, including Leo Burnett USA, promotional shop Arc, events marketing agency Vigilante and a number of other entities.

The goal, Mr. Topolewski said, is ensuring that "the best idea wins. Chemistri will solicit the best ideas from around the world, from all mediums. ... We've removed the financial disincentives to think first about, say, a 30-second TV spot."

Participating agencies will be compensated for their efforts according to their role in a campaign's creation, development and execution.

'Creative corridor'
Chemistri will have employees outside of its Detroit office, specifically at Leo Burnett USA as well as in other, as-yet-unannounced locales. One aim of Chemistri's management is to build a "creative corridor between [Chemisti's headquarters] in Detroit and Chicago," where Leo Burnett USA is located, Mr. Sherwood said. The result, he said, will be more diverse creative resources for GM and its brands.

"Today we are putting in motion an ongoing effort to reinvent ourselves," Mr. Sherwood said.

Chemistri is hiring, with the aim of staffing 400 employees. Chemistri will operate under a single profit and loss statement, and its financials will be rolled into Leo Burnett USA, Mr. Sherwood said.

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