DWP/Bates Hires Executive CD

Roy Trimble has taken over the creative reins at DWP/Bates Technology. As executive creative director, Trimble will oversee work at the Atlanta tech shop and its offices in Irvine, Calif.; Dulles, Va.; and New York.

Trimble left the Atlanta unit of P3M in Los Gatos, Calif., which he helped found a year ago. While there, he worked on the PeopleSoft, Simpata, NetVendor, AnyDevice and Xcellenet accounts.

“At P3M I learned a great deal about the technology business and about getting new business,” said Trimble. “In tech you have to own a position and keep it until someone jumps over you.”

Prior to P3M, Trimble spent 17 years at WestWayne in Atlanta.He worked on the BellSouth and BellSouth Mobility, NAPA, SunTrust, Holiday Inn and Papa John’s Pizza accounts.

“Roy is a team builder, and since he’s been responsible for creative, traffic, production, interactive and studio work in the past, he understands their needs and roles,” said DWP/Bates chief executive officer Frank Donino.

DWP’s expansion will continue this year into San Francisco or the Silicon Valley, according to Eric Hyman, director of business development. Hyman said that while the shop has reduced staff in Atlanta [Adweek, March 26], DWP will continue to expand geographically because smaller tech marketers want to work with agencies closer to their headquarters.

“While some major agencies are successful with bi-coastal relationships, they’re very hard to manage,” Hyman said.

Trimble compared managing advertisng projects in different locations to maintaining long-distance friendships.

“You have to be dedicated to it and have a number of touch points,” Trimble said. “If there’s a change in any point, you have to make sure all information is immediately sent to the smaller locations. You have to be fair.”

Trimble succeeds creative director Andre Nel, who left Pollak Levitt & Partners in Atlanta last year to join DWP when the agency, then known as Donino White & Partners, was acquired by Bates Worldwide through parent Cordiant Communications Group.

“Andre lived up to his reputation as a creative here, but with our expansion and the attendant needs in business development and managing coast-to-coast creative talent including interactive, we needed someone with Roy’s credentials,” said Donino.