Publicis Dialog has hired Mike Cavers as its creative director, following the recent departure of George Boyter.
Cavers, who has one of the best creative reputations in the direct marketing industry, was most recently the European creative director of integration at TBWA/H Europe on Nissan. He left TBWA/H in July when Nissan relocated from Amsterdam to Paris.
Boyter, a former creative director of WWAV Rapp Collins, left Publicis Dialog by mutual agreement two weeks ago, as reported in Campaign last week.
Cavers, who was originally an art director, has won dozens of creative awards for work on clients including Audi, Microsoft and Nationwide.
In 1988 he was a founding partner of Limbo, the direct marketing agency backed by Bartle Bogle Hegarty, where he was the creative director for ten years.
After leaving Limbo, Cavers moved to TBWA Payne Stracey. He left that company following its merger with Tequila to take the role at TBWA/H in Amsterdam.
Cavers' arrival is the last part of a management shakeup at Dialog, which began with Simon Marshall's arrival as managing director in July from OgilvyOne. Since launching two years ago, Publicis Dialog has built up a client list including Renault, Woolwich and Lancome.
Cavers said: 'I'm passionate about cars and passionate about integration. Publicis Dialog and Publicis Group are committed to both.'
John Wisbey, the chief executive of Publicis Dialog, said: 'We have ambitious plans for Dialog. In the past year we have brought in heavyweights. Mike completes this team.'
Cavers is well known throughout the direct marketing industry for his forthright views. One creative director said: 'Mike has a forceful personality. He is full of himself, but he is from a very good, creative school of direct marketing.'
Another creative, who worked with Cavers at a previous agency, said: 'A lot of people think he's brusque but he's fine to work with. He is always on the side of the creatives, he pushes work through and he has a vision. He helps people defend their work and trusts them with lots of responsibility.'