PricewaterhouseCoopers, New York, has appointed Rocco J. Maggiotto to lead the group serving the worldwide financial services industry.

Mr. Maggiotto, 47, had led Coopers & Lybrand's financial services practice and was managing partner of the firm's New York "cluster." Coopers merged with Price Waterhouse on July 1.

The merged company also named 13 sector leaders for the financial services industry group.

In banking, Rick Richardson is No. 1, with Etienne Boris in charge of Europe and Christopher Formant the Americas. Mr. Richardson and the Paris- based Mr. Boris held similar posts at Price; Mr. Formant led Coopers' banking practice.

In capital markets, Harvey Bazaar, who was head of internal audit for Coopers, is in charge overall and is also the Americas leader. Phil Rivett, who was head of Coopers' European capital markets group, has the same job at the merged company.

In insurance, London-based Jeremy Scott got the top spot, which he also held in the Price insurance practice. John Scheid, also from Price, is the Americas leader. Ian Dilks, the European insurance leader, was a London- based audit partner at Coopers.

In investment management, London-based Simon Jeffreys is No. 1, as he was for Coopers. Peter Drotch is the Americas sector leader; that was his job at Price too. Marie Jeanne Chevremont, the European leader, led Coopers' Luxembourg office.

In real estate, Nick Cammarano got the top job and, as he was at Price, is specifically responsible for the Americas. His deputy for Europe is London-based Simon Roberts, who was a Coopers real estate partner.

PricewaterhouseCoopers had earlier named top executives for financial advisory services, another of its five business lines. FAS is responsible for mergers and acquisitions, business recovery, project finance, and litigation support for financial and nonfinancial companies.

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