Publicis USA Names Chief Creative Officer

Bob Moore Was President of Publicis West; Move Marks Company Shift

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NEW YORK (AdAge.com) -- Rather than replace David Droga as worldwide chief creative officer at Publicis Worldwide, the agency plans to tap regional creative heads, beginning with Bob Moore.
Publicis will no longer have a global chief creative officer because it wants to rely on regional creative leaders who are 'closer to business.'
Publicis will no longer have a global chief creative officer because it wants to rely on regional creative leaders who are 'closer to business.'

Seattle based
Mr. Moore, 45, president of Publicis West, has been named chief creative officer of Publicis USA. He will report to Susan Gianinno, chairman-CEO of Publicis North America, but will continue to be based in Seattle. Mr. Moore will also continue to lead work for T-Mobile.

Earlier in his career, Mr. Moore was creative director at Publicis sibling Fallon, Minneapolis, where he led United Airlines and Citibank work. Additionally he has worked on accounts for Coca-Cola Co., Nike and Microsoft.

Mr. Droga, who was the first and only executive at Publicis to hold the creative post on a global level, was appointed worldwide chief creative officer because he entered Publicis Worldwide around the same time the agency merged with D'Arcy Masius Benton & Bowles in 2002, Ms. Gianinno said. Mr. Droga left the agency late late last year to start up a Publicis Groupe-backed venture.

Now Publicis instead will have regional creative heads in Latin America, Europe and Asia Pacific to match Mr. Moore's post in the U.S.

'Closer to business'
"We really thought that we would have a much greater impact on our businesses and our work if we had creative leaders who were closer in to the business and not had such a broad and diverse portfolio, if you will, as the world," she said. "Very simply, we wanted our creative leaders to be closer to business."

Lisa Colantuono, managing partner at ad agency consultant AAR Partners, said having a regional leader likely will be better for the shop. Mr. Moore is "much more focused; he's hopefully much more hands on; he's hopefully much more involved."
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