Agency betting on Garfinkel

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Lee Garfinkel, who joined Bcom3 Group's D'Arcy Masius Benton & Bowles in August as president-chief creative officer-worldwide, is a welcome addition to D'Arcy's creative team after guiding InterpublicGroup of Cos.' Lowe. New York-based D'Arcy tallied a mere five account wins in the U.S. in 2001, though it included three Procter & Gamble Co. brands, Pepto-Bismol, Metamucil and Charmin Fresh Mates.

Though small, the Lily of France's Vassarette account came and went in the year. Some of D'Arcy's animated creative TV spots (for P&G's Puffs and Charmin Fresh Mates) are compelling, but many live-action ads ("Sopranos" for General Motors Corp.'s Pontiac) are almost amateur. Losses included Coca-Cola Co.'s Nascar accounts, M&M/Mars' Milky Way and Toys "R" Us.

Other welcome creative hires include Gary Topolewski (exec VP-chief creative officer, Detroit) and Peter Angelos (executive creative director, D'Arcy North America), who also signed on in 2001.


Mr. Garfinkel must clearly demonstrate he can provide the inspiration and leadership D'Arcy needs to win new business.

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