HEADLINES: Cleetus leaves D'Arcy for US position

Mr Francis Cleetus has quit as D'Arcy Hong Kong group creative

director to take up a CD's position at Doe-Anderson Advertising and

Public Relations, based in Louisville, Kentucky.

Mr Cleetus started his advertising career at FCB, New Delhi, in 1989

before an eight-year stint in Hong Kong with some of the biggest

agencies in town: O&M, JWT and finally D'Arcy.

He said the move would allow him to "rejuvenate his creative juices" and

complete a few of his own projects, including finishing his novel.

Mr Cleetus, the winner of numerous awards, described Doe-Anderson as

having the potential of being "another Fallon", because of the agency's

emphasis on the proper way of advertising, which was no longer apparent

in Hong Kong.

"There has been a shift to a more retail approach to advertising rather

than long-term brand-building," he said. "A lot of the time, clients

don't know the difference between concept and execution. All they are

looking at is getting the ad out as quickly as possible. Sometimes I

think, 'Good Lord, if I had just a day more, it would have been a more

effective ad'."