BBDO Installs N.A. CEO

NEW YORK BBDO worldwide CEO Andrew Robertson has relinquished his North American management duties, tapping Gerry Frascione to oversee the region as its new chief executive, the agency said today.

Frascione had been president and CEO of BBDO’s Canadian operations. In addition to overseeing Canada, he now adds oversight for BBDO activities in the U.S., Mexico and Puerto Rico, reporting to the shop’s North American chairman and CCO, David Lubars.

In a statement, Robertson said, “We want Gerry to focus on developing our talent and finding new and more efficient ways to leverage it across the region in order to deliver ever better work for our clients, including working closely with BBDO’s agencies in Mexico and Puerto Rico to develop great work for first-generation Hispanics living in the U.S.”

“Gerry’s track record in Canada shows he’s someone who thinks forward,” Lubars said. “He believes in driving client success through great work in all shapes and forms that cut across all media and boundaries.”

Frascione’s promotion is the final piece in Robertson’s global restructuring plan that began last year and included the hiring of William Eccleshare as chairman and CEO of BBDO’s European, Middle Eastern and African operations. Among other moves, Robertson named Chris Thomas chairman and CEO of BBDO Asia, and put Eduardo Vargas and Rob Morgan in charge of the Central and South American and Australian/Asia-Pacific regions, respectively. The agency also has said BBDO International president Jean-Michel Goudard would retire on March 31.

In a related move, longtime BBDO New York COO Jeff Mordos was promoted to COO of BBDO North America. He too now reports to Lubars. Mordos will continue to run the agency’s Pepsi business (Pepsi, Aquafina, Mountain Dew, Sierra Mist) and Armstrong Industries.

Omnicom Group-owned BBDO’s largest clients include DaimlerChrysler, PepsiCo, Frito-Lay, Yum! Brands, Cingular Wireless and General Electric.