M&C to reshuffle its creative team

M&C Saatchi is abandoning its policy of joint creative heads by putting Simon Dicketts in sole charge of the creative department and promoting James Lowther to chairman.

M&C Saatchi is abandoning its policy of joint creative heads by

putting Simon Dicketts in sole charge of the creative department and

promoting James Lowther to chairman.



The agency says the reshuffle is in line with plans to have creative

interests represented at the highest level.



It will also be seen as an attempt to bring greater focus to the

agency’s creative output. ’Our creative product could be better,’ Jeremy

Sinclair, one of its founding partners, admitted.



Dicketts will have four deputies, including Tiger Savage, who adds the

role to her job as head of art, and her writing partner, Mark

Goodwin.



They are joined at the top of the 24-strong creative department by Paul

Hodgkinson and Malcolm Poynton, the team which produced the British

Airways ad featuring PJ O’Rourke.



Lowther, who will continue writing ads, takes over the chairmanship from

Michael Kaye, now semi-retired, who assumes the title of European

chairman.



Already chairman of M&C Saatchi’s Spanish office, Kaye will oversee the

group’s growth in mainland Europe where it plans to open a new office a

year during the next four years. He will also advise on Dixons’ possible

expansion across the Continent, an agency client with which he has a

long association.



The restructure breaks up the long-time pairing of Dicketts and Lowther

which began at Saatchi & Saatchi and continued after their defection to

M&C Saatchi when it set up five years ago.



Dicketts said: ’There are difficulties in having joint creative control

and I hope James and myself will now be able to do more rather than

sharing the same responsibilities. We’re strong on ideas but our

presentation of them can be improved.’



Lowther’s role will be to ensure the agency sustains the highest

possible creative standards through better liaison between the creative

department, account groups and clients.



He said: ’Creatively we’re not far away from where we want to be - but

it just needs a push.’



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