The 46-year-old former chairman-CEO of Saatchi & Saatchi Business Communications will oversee Y&R's United Airlines, Danone and Metropolitan Life Insurance Co. accounts--which boast combined spending of more than $400 million.
She joins Y&R as New York office President-Chief Creative Officer Jim Ferguson shores up the agency's creative profile with new hires and a flatter business model.
"My first priority was to bolster [the managing director] level," said Mr. Ferguson, who joined the agency last year. "I wanted more of a flat structure with six to seven groups under me."
Mr. Ferguson now has eight managing partners-creative, who handle six client groups, reporting to him. He said the previous structure--with only four directors--was too small to manage client demands. Mr. Ferguson previously hired Ross Sutherland as executive creative director in October from Ogilvy & Mather, New York, where he was a creative director.
Mr. Ferguson courted Ms. Hayden for a year before luring her to the agency, attracted by her creative expertise, as well as her experience with management, mentoring and budgeting.
In addition, Mr. Ferguson was impressed with how Ms. Hayden handled Saatchi & Saatchi Business Communications clients, which include Eastman Kodak Co. and Du Pont Co.
"She knows how to manage tough clients, yet get [them to approve] terrific work," he said.
Ms. Hayden began her advertising career in 1982 as a copywriter at Rumrill-Hoyt, Rochester, N.Y. That same year, Saatchi & Saatchi bought the agency, and in 1994 changed the unit's name to Saatchi & Saatchi Business Communications. She climbed the ranks at the agency--eventually rising from copywriter to chief creative officer. In 1998 she was promoted to chairman-CEO.
"I've seen the business from all aspects," Ms. Hayden said. "I know the rigors of running a business, and [learned] a lot about how to keep people motivated and inspired."
Ms. Hayden was ready to make the shift from business-to-business to consumer-oriented communications.
"I wanted to be closer to the parts of the business that I loved the most--the creative and the clients." But she adds her background in business communications will come into play, even as she works on consumer-oriented messages. "Every single sales message affects people that hold stock in your company," she said. "A lot of our clients have huge investor relations issues."