M&C Saatchi New Zealand has announced a major shake-up spearheaded by the decision of CEO Nick Baylis to leave the agency, who will be replaced by former head of Aim Proximity, Darryn Melrose.
The departure of Baylis, who has been with M&C since January 2006, comes just a day after Mike Abel, CEO of the M&C Saatchi Australia, announced he was moving back to South Africa to start up offices in Cape Town and Johannesburg.
As well as appointing a new CEO, M&C has also poached former Aim staffers Dave King and Tony Burt, as executive creative director and planning director at the agency. King replaces former ECD Todd Waldron, who left the agency in August after just one year. His appointment also sees Simon Smith, who joined as digital CD and head of ideas in August following Waldron’s departure, leave the agency.
The appointments from digital and direct marketing specialists Aim is the result of M&C wanting a greater digital focus to its traditional advertising, government and retail offerings.
Tom Dery, worldwide chairman at M&C Saatchi, said integrated campaigns with specialist digital expertise is needed for all brands.
“New Zealand is leading the way in digital, and now M&C Saatchi has a world class digital team to add to its offering. Ten to fifteen years ago digital agencies were kept separate. Now digital is integrating with big ad agencies, like what is happening at M&C Saatchi New Zealand. This move, a first for New Zealand, shows a major agency leading with digital to compliment the traditional approach.”
Melrose added: “There is a huge amount of potential that already exists at M&C Saatchi New Zealand, Dave, Tony and I are all experienced above-the-line practitioners, but we also bring great digital knowledge that is vital in today’s market. Clients are looking for a fresher approach, for strategies and solutions that solve business problems. We will give New Zealand an advertising option that has the scope, scale and ambition of any world class campaign.”
