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Gary Moss, the former executive overseeing the Procter & Gamble Co. account at Saatchi & Saatchi, New York, has joined Philadelphia-based Tierney & Partners with plans to take the regional agency national.

Mr. Moss joined Tierney April 1 as senior VP-director of brand development, charged with building the shop's national presence. He also has been asked to set up a marketing department and new-business development approach "to repackage the agency in the world of clients and consultants," he said.

He will report to Tierney President-CEO Brian Tierney.


Mr. Moss, former VP-global advertising at Campbell Soup Co. -- which once counted Tierney among the agencies on its roster -- had a 20-month tenure as worldwide account director on P&G at Saatchi. He left in late 1997 after agency CEO Kevin Roberts assumed more day-to-day responsibility on the P&G account.

Although mainly a regional shop known for its work for Bell Atlantic, Tierney has begun attracting national clients, said Mr. Moss, noting a new campaign for consultant Deloitte & Touche. Other clients include Pennsylvania Lottery and PECO Energy Co.

Tierney, owned by True North Communications, has $200 million in billings. The True North connection gives the agency the resources to take Tierney to its next level, Mr. Moss said.

The executive won't have to relocate to take the job. He never moved to New York when he joined Saatchi, but continued to commute from his Ardmore, Pa., home.


The commute "was a physical and emotional grind," said Mr. Moss, adding that he had the opportunity to join another agency in New York but chose Tierney because he wanted hands-on involvement with several businesses rather than being tied to one multinational account as he was with P&G at Saatchi.

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