KBS Charts New Course With an Eye Toward Growing Its International Footprint

Global CEO on subtle changes, Keds campaign

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As 2015 began, Guy Hayward joined MDC Partners' KBS in New York as its first global chief executive officer. His mission: revitalize an agency that had gained a reputation for stylish work, but had some challenges in recent years. Jump-starting the shop's new business engine and expanding its international footprint were also imperatives. Since his arrival, KBS has made strides on several fronts. Recent client additions include Keds in 2015—for which the agency has fashioned well-regarded campaigns, including a recent push featuring Girls star Allison Williams, as well as singers Ciara and Tori Kelly.

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