Grey Shakes Up Western Offices

Crosson, Mooney Named Co-Presidents; MediaCom Gets Media
LOS ANGELES–Grey Worldwide last week announced a reorganization of its West Coast offices aimed at boosting its reputation in both media and creative.
On the media end, Grey’s Western division will now handle all of its clients’ needs through MediaCom, Grey Global Group’s worldwide media network based here and in San Francisco.
“Unbundling the media from the Grey mother ship … gives us the latitude to challenge media agencies like Carat, Initiative and True North,” said John Crosson, who has been promoted from managing director to co-president and chief operating officer in Los Angeles.
Named to head up MediaCom’s Los Angeles office is Darlene Hayman, formerly media director of Grey. Alan May has been given the equivalent job in San Francisco.
In total, Grey’s Western division claims more than $300 million in media billings. MediaCom has 85 offices and worldwide billings above $10 billion. Its clients include Warner Bros., M&M/Mars, Seagram, Reebok, SmithKline Beecham, Hasbro and Subway.
On the creative side, creative director Peter Mooney has been promoted to co-president and chief creative officer–a move intended to demonstrate to clients and employees the agency’s newfound commitment to creative.
“I think our creative reputation, or lack thereof, has hurt us,” Crosson said. “We’ve got to get better than that.” Naming Mooney president, Crosson said, “is a fundamental statement that creative is becoming more important here.”
Concurrent with the reorganization, Jeff Alperin has resigned from his post as CEO of the Western division. Alperin joined the agency in 1978, and had been CEO since 1995. He was unavailable for comment at press time, but is believed to be pursuing a career in finance.
Also, Kieran Hannon, managing director of Grey’s San Francisco office, has been named president and COO for the Bay Area.