NEW YORK: Euro RSCG Magnet has created a new position that will ensure that the account team’s creative ideas are linked to clients’ business strategies.
Laura Sturtz, former COO of Rowland Worldwide, will serve as the agency's first chief creative officer, reporting to John Margaritis, the newly appointed executive director for Euro RSCG Worldwide PR.
Sturtz noted that too many agencies develop campaigns that are only creative for creativity's sake but do not serve the bottom line.
"Our responsibility is to insist that these programs track down in business objectives," she said, adding that her role is "to elevate the thinking and the true business value behind ideas."
In addition to business development, Sturtz will also work on Magnet's own marketing efforts, and help design the agency's internal training and professional- development programs.
"If we don't inculcate the thought processes behind successes ... we run of risk of leaving a legacy of irrelevance," she said.