He is succeeded by Jonathan Cude, senior VP-group creative director, effective immediately.
Mr. Baldwin, who also serves as chairman of the One Club, joined Durham, N.C.-based McKinney in 1998 from a post as creative head and partner at Leonard/Monahan. He previously had stints at a number of other shops, including Interpublic Group of Cos.' Deutsch, New York, Cole & Weber and Hal Riney & Partners.
"I've been at the agency for 10 years and there are so many opportunities you can do in the industry right now that you couldn't do before, and I'm in formulation of one of those ideas," said Mr. Baldwin, though he declined to elaborate.
In his new role as McKinney's creative leader, Mr. Cude, 39, will be expected to drive "McKinney's creative product to new heights," McKinney Chairman-CEO Brad Brinegar said in a statement.
Mr. Cude, who prior to joining McKinney in 2003 spent time at Wieden & Kennedy, was McKinney's co-creative director on the popular Audi A3 campaign "Art of the Heist," and helped launch Sony Bravia as "the world's first TV for men and women," as the tagline explains.