Cohesion the Goal as S.F. Office Staffs Up
LOS ANGELES-BBDO West is reshaping its two California offices under a plan that executives said will result in a more cohesive operation that will work more closely with New York headquarters on existing accounts and drumming up new business.
Earlier this month, some junior-level staffers were laid off in Los Angeles. Those cuts fueled talk of the demise of the L.A. office-rumors that first surfaced in January when chief creative officer
Ken Mandelbaum joined BBDO in San Francisco, re-establishing its presence there.
BBDO West president and chief executive officer Tom Hollerbach insisted the number of layoffs has totalled “less than 10,” with cuts coming from various departments. Hollerbach, who divides his time between both offices, said there was no plan to close the L.A. branch, or move the creative staff to San Francisco. “We’re keeping a creative staff here,” he said.
The agency’s growth over the next six months, however, is expected to take place in San Francisco. BBDO employs about 20 people there, but Hollerbach intends to add another 30.
Hollerbach has said his plan is to beef up the San Francisco office to “build a reputation as one of the best agencies on the West Coast.” Last month, the shop hired Joey La Cascia as vice president and associate creative director from Publicis & Hal Riney, San Francisco, as part of that plan.
Tom Carey, chief executive officer and president of BBDO North America, could not be reached last week.
San Francisco has been working closely with New York on accounts such as Charles Schwab and Visa. The extra workload has required hiring in various areas, from creative to account services. ƒ