After a long search, including reported attempts to recruit Mr. McBride, the agency hired veteran creative Roger Camp for the new post of chief creative officer. CEO Karen Francis said Mr. Camp has worked as a consultant and helped in two of the agency's recent wins, Kraft's Altoids and Pinnacle Foods.
'Fortifying creative talent'
"We are slowly fortifying our creative talent," said Ms. Francis, including adding design, interactive and mobile capabilities.
The agency declined to comment on whether it had tried to recruit Mr. McBride. Last week Advertising Age reported that Mr. McBride was in negotiations with TBWA's parent Omnicom Group to form a breakaway hotshop of his own.
Mr. Camp's immediate challenge in his new role is to lead the Publicis Groupe agency in a bid, with sibling Saatchi & Saatchi, New York, to defend the $1.6 billion Sprint account. Riney handled the business-to-business portion, but the entire account earlier this year was placed into review. Sprint's consumer agency happens to be TBWA, which said it will not defend.
Other competitors include Omnicom's Goodby, Silverstein & Partners and MDC Partners' Crispin Porter & Bogusky, Miami. One plus: A Riney spot has been selected by Sprint to run in the Super Bowl.
Mr. Camp, 37, who earlier worked for Fallon Worldwide and Weiden & Kennedy, will report to Ms. Francis and will work with Executive Creative Director Jon Soto. "I'd love to put some well-deserved swagger back into Riney," Mr. Camp said in a statement.