BBDO New York has hired three new executive creative directors.
They are: Mathias Appelblad, 37, formerly interactive cd and senior partner at Forsman & Bodenfors, Gothenburg, Sweden; Toygar Bazarkaya (pictured), 41, chief creative officer of BBDO in Dusseldorf, Germany; and Ralph Watson, 41, svp, cd and head of art at Saatchi & Saatchi, New York.
Appelblad joins the Omnicom shop with the additional role of director of innovation, a new position. An art director by trade, he spent more than a decade at Forsman & Bodenfors, where he created award-winning campaigns for clients such as Ikea and Volvo.
“He is an awesome digital talent and he understands conceptual creative,” said David Lubars, chairman and CCO of BBDO North America, about the new position. “He will work with me and all our ecds to continue to push us in this space, where we’ve already made great progress, but this will take us to a different level.”
The three new hires begin their jobs this month and join four other ecds at the agency: Ronald Ng, who joined late last year from BBDO/Proximity in Malaysia; Don Schneider, who works on GE, Hyatt; Mike Smith, New Balance, HBO; and Greg Hahn, FedEx, HBO, AT&T.
Bazarkaya takes over creative leadership of the agency’s Procter & Gamble business, which includes Gillette and Braun, from Jack Neary, who is taking a sabbatical after helping the agency with the transition. Neary, former CCO of BBDO Canada, joined the New York office two years ago.
At BBDO Dusseldorf, Bazarkaya is succeeded by co-CCOs Christian Mommertz and Sebastian Hardieck, who is being elevated from his role as ecd. Bazarkaya, who had been a CCO of the German agency since 2008, helped develop award-winning work for Braun and Mercedes-Benz.
Watson, who will primarily work on AT&T, previously led creative on Saatchi’s Miller Brewing account.
“We’ve had a lot of creative success over the last few years, but that was that,” said Lubars, pointing to the agency’s history with clients such as HBO, Starbucks and M&Ms, as well as recent work for FedEx and an upcoming Snickers campaign breaking on the Super Bowl. “As well as we are doing, I want to put more space between us and our competitors and our clients and their competitors.”