CP&B Names Gustavo Sarkis Lead Creative in Miami

Exec Comes From TBWA Los Angeles

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MDC's CP&B has named Gustavo Sarkis the new executive creative director for the Miami office.

Mr. Sarkis will oversee all creative in Miami, including Infiniti Mexico and Latin America, the Miami Dolphins, Torq, Mission 22, the Underline (a park project similar to The High Line in New York), and Papa's Pilar rum and Angel's Envy bourbon, products developed by CP&B.

Mr. Sarkis comes to CP&B from Omnicom's TBWA in Los Angeles, where he was most recently creative director and worked on the Adidas World Cup pitch and several Gatorade campaigns, including the effort that showcases 50 years of sports in one minute for the brand's 50th anniversary, and "Fixation" where basketball greats Kevin Durant and Dwayne Wade face off against each other.

The move is the latest in a series of creative changes the agency has made in the last year. Last January, Rob Reilly left his post as worldwide chief creative officer. CP&B did not replace Mr. Reilly and instead said that the agency aimed to strengthen its creative output by giving the creative leads in each of its offices more autonomy, while still offering cleints the agency's global resources.

In April, CP&B named Ralph Watson chief creative officer of the Boulder office. And just last month, the agency named Kevin Jones its top creative for its Los Angeles Office, replacing Jason Gaboriau. Mr. Sarkis replaced Bob Winter, who left the shop in early 2014.

"Our success has always been about the work," said Chuck Porter, chairman of CP&B, in a statement. "Gustavo has a real understanding of culture, and an extraordinary feel for making an emotional connection between a brand and its audience. He has a strong entrepreneurial spirit so it seems especially fitting that he should lead our Miami office, where it all began."

"I've always admired CP+B and I'm thrilled to be joining an agency that has made advertising become a part of pop culture for so many years and in so many ways," said Mr. Sarkis in a statement. "It is truly exciting to be here, especially at such a pivotal time in the Miami office's growth."

The Miami office has about 115 employees now, a spokeswoman said. For years, the Miami office was the headquarters of CP&B until it relocated to Boulder, Colo., after then-creative head Alex Bogusky moved there in 2006. After Mr. Bogusky's departure in 2010, some creatives moved back to Miami, though many of them have since departed. Boulder still remains the largest office.

Prior to TBWA, Mr. Sarkis was at Almap/BBDO São Paulo where he handled creative on A-B Inbev, Havaianas, Gillette, Pepsi and Volkswagen. He remained there until 2011, when he moved to TBWA.

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