Capital city is target for capital gains

M&C Saatchi's CEO-in-waiting Nick Baylis has his sights set on Wellington.

"There are only two players in Wellington, Saatchi & Saatchi and Clemenger, and they have had that market to themselves for a long time," said Baylis.

The former FCB chief executive has been on "gardening leave" since his new role at M&C Saatchi was announced last month. With him goes former FCB creative director Oliver Maisey, who will occupy a similar role at M&C Saatchi.

Baylis said there were a lot of talented people in Wellington who had only had a choice of two agencies if they did not want to work for a smaller firm - and with Labour confirmed for another term there was also government business to be had.

But Baylis' immediate focus will be on existing clients, not new growth. M&C Saatchi's loss of its key account, Tourism NZ's $30 million business, has led to a shake-up. The agency had to give up the business when its Australian counterpart took on Tourism Australia.

For the first six months he aims to immerse himself in the business of clients like ANZ, Qantas and Tip Top bread. "If there are pitches we will pitch. But what is important from my point of view is really understanding the businesses there.

"Having said that, growth is important. Within 12 months, we will be looking to show some growth."

Despite going to a much smaller agency - 15 people, from FCB's 70 - Baylis denied he was swayed by money. The chance to get equity in the business appealed, he said, but it was more about the challenge M&C Saatchi offered.

Agency upheaval

September: Whybin TBWA appoints M&C Saatchi managing director Philip O'Neil as its general manager.

October: M&C Saatchi appoints Nick Baylis as chief executive and Oliver Maisey as executive creative director. Both worked for FCB.

October: FCB promotes James Mok to creative director and says it is on the hunt for a new CEO