Madonna inspires new Saatchi boss

By IRENE CHAPPLE

The new head of Saatchi & Saatchi Wellington is a 29-year-old Australian plucked from Vietnam.

Michael Rebelo, at present running the company's Vietnam office, starts work as general manager of Saatchi & Saatchi Wellington next month.

He replaces Wellington chief executive Kim Wicksteed, who is retiring in December after 25 years in the industry.

Auckland-based Ian Christie has since been made chief executive of Saatchi & Saatchi New Zealand.

Rebelo comes at a tough time for Saatchi & Saatchi New Zealand.

Its recent client losses include high-profile brands Lion Red and Steinlager from long-term client Lion Nathan, and ACP.

The Wellington office lost WestpacTrust's direct marketing account, which led to redundancies, with others moving to the Auckland office.

Rebelo, who spent four years at Saatchi's Sydney office and two in Vietnam, says he always aspired to work at the Wellington office, regarded as a leading international creative shop.

He believes the agency is analogous to pop-star Madonna.

"What's going to happen is a lot like Madonna. She is fundamentally the same - she comes up with hits. The Wellington office is very strong creatively and what we've got to do is reinvent ourselves. That's what Madonna does."

Rebelo says he will reassure clients and staff that Saatchi's Wellington office will remain, contrary to media reports.

"We will not be doing that. I wouldn't be going there if that was the plan. [We're] about to take the place to a new level."