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Sinclair replaces Eastwood at M&C.
Jeremy Sinclair, an M&C Saatchi founding partner, is taking over the day-to-day running of the agency's creative department as part of a creative reshuffle.
Sinclair, 57, takes over from Matt Eastwood, who is being moved to New York to run the agency's operation in the US as its chairman and creative director.
Sinclair was the first creative hired by the Saatchi brothers in 1970 and is responsible for seminal work including the 'pregnant man' ad for the Department of Health.
A Saatchi lifer, Sinclair's appointment to the creative helm is seen as an attempt to replicate the creative success that made the agency famous.
Moray Maclennan, the M&C Saatchi joint chief executive, said: 'Jeremy Sinclair has always been the keeper of M&C Saatchi's creative flame. He has a very clear idea of the creative work he wants the agency to be producing.'
Credited with 'having a way of turning Charles Saatchi's wildest ideas into reality without filtering out their energy', Sinclair was also responsible for writing the agency's national press ads when it launched with the strapline: 'Why I think it's time for a new kind of agency.'
Most recently, he worked on the 'I believe' creed for the Conservative party ...
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