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
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
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
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.’