Bayer Bess Vanderwarker Names General Manager As Partners Shift Focus to Long-Term Growth



CHICAGO – Bayer Bess Vanderwarker last week named Brian Goodall the first general manager of the agency in a realignment of responsibilities intended to free partners Gary Bayer and Ron Bess to concentrate on long-term growth and on clients.
Goodall – one of three executive vps, who had responsibility for account management and corporate communications – now adds day-to-day management of media, strategic planning, human resources, and finance and administration.
The move effectively takes Bayer and Bess out of day-to-day running of the office, and comes a week after Bob Irvine, another executive vp, resigned to take a job with Kemper Sports Marketing. The third executive vp, Dick Corelitz, remains director of finance and administration.
According to Bess, the move will allow the agency to build its non -traditional advertising elements, such as expanding the agency’s international alliance with TBWA, expand its pr operations and build its graphic services.
One need, observers say, is to bring on an executive creative director to fill former partner Tony Vanderwarker’s spot. Since his departure almost two years ago, Bayer has been filling in. Sources say the agency has talked to a few candidates, but Bess downplayed the need to bring someone aboard immediately.
‘Gary Bayer is head of our creative, and having one of the partners so close to the creative product has helped us,’ Bess said.
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