PANORAMIC CEO JOINS ARNOLD MCGRATH

Mary Baglivo Could Be Next to Succeed Pat McGrath

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CHICAGO (AdAge.com) -- Mary Baglivo, CEO of Panoramic Communications, will become president of Arnold McGrath, New York.

Ms. Baglivo, will join the Havas agency July 8 but will continue to aid troubled Panoramic in its divestiture strategy. She succeeds longtime president Stephen Badenhop, who is leaving for personal reasons.

"I was really attracted to the Arnold story and I wanted to get back into the craft of advertising and get into an agency with real potential to grow and where I could make a real impact," Ms. Baglivo told AdAge.com.

Next in line?
The appointment puts

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Ms. Baglivo in line for the CEO post now held by Chairman-CEO Pat McGrath should he retire. Arnold Worldwide Partners Chairman-CEO Ed Eskandarian said Ms. Baglivo would report to Mr. McGrath, and that Mr. McGrath had no immedite plans to retire. However, when he sold the agency in 1999 to Havas, Mr. McGrath said he planned to stay on for another three to five years.

"We are extremely fortunate to have a person of Mary's experience and talent become our president," Mr. McGrath said.

In addition to working to grow existing business, Ms. Baglivo said she will try to "raise the voltage level" of new business. "This agency has been way too shy for too long," she said.

Ms. Baglivo will also be reunited with former client Procter & Gamble Co., which has its accounts for Bounty paper towels, Zest soap and Era detergent with Arnold McGrath. Ms. Baglivo was CEO of Tatham, Laird & Kudner, Chicago (now Havas' Euro RSCG Tatham Partners), and left the agency shortly after it lost a $90 million P&G account, on which she worked closely.

Working with Panoramic
Meanwhile, Ms. Baglivo will continue to aid troubled Panoramic in the divestiture strategy it began after Swiss-owned PubliGroupe pulled its 50.5% stake in May and blamed Panoramic for its $117 million 2001 net loss. The holding company's three core units -- Earle Palmer Brown Communications, New York; Yesawich, Pepperdine & Brown, Orlando; and BEN Marketing -- "have made good progress" on their respective exit efforts, Ms. Baglivo said.

"Their futures are very bright, but a lot of work I had to do at the holding-company level has been completed," she said.

No deals have been struck so far, but Yesawich is still trying to execute a management buyback while BEN Marketing is a strong sales candidate.

As for the main shop,Earle Palmer Brown, "for the foreseeable future they'll probably maintain their independence," Ms. Baglivo said. "I don't see a specific deal on the near horizon, and I think that might be terrific for them. They have a very strong management team."

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