RINEY'S NEW CREATIVE SETUP FEATURES TOP PAIRING OF EXECS

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[san francisco] In one of his first major moves since taking over as Hal Riney & Partners president last August, Scott Marshall has restructured leadership of the creative department.

A newly formed team of executive creative directors consists of Dave O'Hare, currently the lead writer on the Saturn Corp. account, and a new hire, Steve Sweitzer, from creative director-managing partner at TBWA Chiat/Day, Venice, Calif.

Mr. Marshall said he established the team in response to recent new-business wins by the agency, including the $30 million Sprint Spectrum account, for which Riney will produce all advertising and collateral, as well as some regional work in about a dozen markets. The account is expected to reach $80 million in the next few years.

`SETTING THE STANDARD'

"We have reached a point where we need someone in charge of the entire creative department. Someone to set the standard and ensure that every single piece of advertising and collateral measures up. Someone to inspire, rally, encourage and teach," a memo to Riney staff said.

The issue of creative succession at the agency has been a difficult one for the Riney organization.

The new team will replace the national creative director position that has been unfilled since Joe O'Neill left the agency last year. Mr. O'Neill currently is a partner at Messner Vetere Berger McNamee Schmetterer/Euro RSCG, New York.

Agency executives have speculated that Mr. Marshall has been brought in to restructure the shop in preparation to sell it.

Messrs. Marshall and Riney and others at the agency deny that intent.

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