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The food, beverage, insurance, hotel and airline industries are the targets of Michael Jeary as he takes his new post of Saatchi & Saatchi Advertising Worldwide vice chairman-worldwide director of marketing.

He plans to emphasize multinational clients, focusing on the advantages of global marketing over global management: "A lot of companies are decentralized. They run their businesses regionally, with some coordination between regions. We can show them the power of centralizing their marketing."

The new assignment puts Mr. Jeary on the board of directors of Saatchi, which billed $4.8 billion in 1994; he also will serve as worldwide account director on the Johnson & Johnson account. His position as CEO of Saatchi's New York office won't be filled; instead, Alan Bishop, chairman-CEO of Saatchi North America, and Michael Keeshan, president, New York, will share those duties.

Specifically, Mr. Jeary said, Kraft General Foods is a client he would love to reel in. He also expressed interest in "reattracting British Airways," which followed Saatchi founders Maurice and Charles Saatchi to their new agency, M&C Saatchi, at the beginning of 1995.

Mr. Jeary is also looking for new business from existing clients-in particular J&J. Some inside J&J said there is unhappiness with the agency within Tylenol management. Saatchi handles Tylenol's $200 million account.

But Mr. Jeary said he believes Saatchi's relationship with J&J is in good shape, and he is committed to growing it around the world. Saatchi also handles J&J's Pepcid and Mylanta brands.

Mr. Jeary pointed to Pepperidge Farm, a $10 million Campbell Soup Co. account Saatchi won earlier this year, as a good example of the kind of accounts Saatchi wants.

Previously, Mr. Jeary served as one of three regional new-business directors, but no one had shepherded that effort globally for several years.

"We've had a block in our organizational chart empty for too damn long," said Saatchi Worldwide Chairman-CEO Ed Wax.

Mr. Wax noted half of Saatchi's business comes from eight multinational clients, and most of this year's $320 million in net new billings has come from multinationals, too.

Messrs. Jeary and Wax had no comment on discussions being held with Cliff Freeman in the wake of the resignation of Charles Kushell, exec VP-chief operating officer of Saatchi unit Cliff Freeman & Partners. But sources close to Saatchi management said it believes a settlement will be reached to keep Mr. Freeman and his $150 million agency.

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