Searching High and Lowe

By Ms Published on .

After a worldwide search, Mark Wnek, Lowe/N.Y.'s chairman and CCO, has hired three ECDs in an effort to make a dream team that will generate media-neutral creativity. Coming from BBH/N.Y. are John Hobbs and Peter Rosch, known for Levi's and Axe work, while Fernanda Romano, formerly of DDB/Brasil, is known most recently for her 2005 Cannes Cyber Grand Prix for Henkel Super Glue. "I met Mark in August, and in the first conversation we had I felt he was a guy who was going to change things," says Romano. "I know the phrase carries a lot of importance in English, but it was like love at first sight."

Yes, it's a veritable love fest at Lowe, though the four have yet to start working together (which at press time was scheduled for mid-October). "They are so gorgeous," says Wnek of his ECDs. "I don't wish to upset American advertising, but I saw most of the good people and [Hobbs and Rosch] stood out. They've got something extra and they were my choice as the best team in America. The great thing about Fernanda is that with the exception of Bob Greenberg, I've never met anyone in the world who understands new media as well and has the ability to execute and excite." The plan, according to Wnek, is to bash the idea that large agencies can't be creative leaders in advertising. "My intention has been for the agency to be a place where great ideas happen, irrespective of anything except the clients' environments. It's always been my dream to have a department that is media neutral. All the best creatives have always been media neutral."

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