Shandwick Public Affairs appoints creative director

WASHINGTON, DC: Shandwick Public Affairs has hired Tom Sadowski as creative director, charging him with making the position more proactive.

WASHINGTON, DC: Shandwick Public Affairs has hired Tom Sadowski as creative director, charging him with making the position more proactive.

WASHINGTON, DC: Shandwick Public Affairs has hired Tom Sadowski as creative director, charging him with making the position more proactive.

Sadowski leaves northern Virginia PR firm E. James White after 10 years as partner, creative director and vice president. He oversaw more than 20 creative staffers there and worked on accounts that included Amtrak, the United States Postal Service, and the Wall Street Deli.

Sadowski foresees a stronger role for SPA's six-person creative department: 'Rather than just operating in the client service role, we will be included in strategic planning and creative direction at a much earlier stage, particularly when it comes to new client solicitation.'

One major focus of Sadowski's effort will be to increase use of the Internet as well as other new technologies, along with the traditional print and broadcast mediums.

Sadowski's arrival comes at a time when other PR agencies are placing increased emphasis on their own creative capabilities, particularly when it comes to public affairs campaigns. For example, Edelman recently acquired advertising agency Callahan Creative, now called Blue Worldwide.

SPA CEO Jody Powell told PRWeek that 'the challenge' in developing advertising and collateral material for public affairs campaigns is 'the need to be creative and spark interest while there is still a substantive load to carry that is heavier and more important than other types of advertising.'

Shandwick recently brought into its fold political advertising firm The Murphy, Pintak, Gautier, Hudome Agency. Over the next two years, MPGH will move away from candidate work and move more toward advocacy advertising.

Sadowski succeeds Lee Jenkins, who is now senior vice president in charge of the 10-person staff of the advertising and design group at DC's The Widmeyer-Baker Group.

Jenkins succeeds Melinda Love, who has gone to St. Louis to become vice president and creative director at Fleishman-Hillard Design.

Other promotions were announced at SPA, including Mark Day, who becomes vice president for media relations, succeeding Candida Sampson, who recently returned to the United Kingdom and joined APCO's office.





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