To oversee creative work out of the new office, McKinney has
recruited well-traveled industry exec Peter Nicholson. He was most
recently at WPP's JWT, New York,
and before that he spent time at MDC Partners' Redscout and
Interpublic Group of Cos.' Deutsch. As executive
creative director of McKinney, New York, he'll report to McKinney
Chief Creative Officer Jonathan Cude and work in partnership with a
new pair of execs -- Managing Director Alex Van Gestel and Head of
Strategic Services Yusuf Chuku, who both join McKinney from
Regarding his new senior creative recruit Mr. Nicholson, Brad
Brinegar, chairman and CEO of McKinney, told Ad Age: "As a human
being he's so McKinney-like and I love the experience he's had
leading global creative for big brands, and also his willingness to
step out of the traditional ad world and into different business
The team will have a range of shops from which to pluck talent,
including newcomers to the market.
Earlier this month, San Francisco-based Goodby Silverstein
& Partners announced it was finally ready to give New York
a try. M&C Saatchi
one year ago staged a comeback to the city, and
before it, Chicago stalwart Leo Burnett -- to the surprise of
adland -- decided to hang a shingle in New York.
What's with the parade of agencies opening in the Big Apple?
It's about recruiting the very best people.
"There's a certain level of talent who are attracted to us but
would never make the choice to move to North Carolina," said
Brinegar. "We think it'll open us to a talent market that we
wouldn't have access to otherwise."
In Mr. Brinegar's view, the fact that other agencies are also
choosing now is a recognition that there are talented people in New
York who haven't found really great context in which to do great
work." He said: "Goodby knows that coming to New York will be a
magnet for folks who aren't happy where they are. We see a pool of
people who aren't happy with the options they have now."
To a smaller degree, he's also anticipating that New York, while
always a global business hub, will become more important to clients
in the digital era. "New York has been over the past couple of
years, and will increasingly be so, a center of consumer technology
advances. Silicon Valley is about a certain kind of technology ...
New York, because of its communications orientations, will take the
lead in terms of where consumer technology goes. We want to be
physically in that conversation."
McKinney is close to making a definitive call on office space,
and is going to be located in downtown Manhattan. Said Mr.
Brinegar: "The intention is to have a very fluid and collaborative
relationship between the two geographies," and allow staff to work
on clients in both offices. "It's important that they not be set up
to compete with each other."