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PentaMark’s decision to restore its old name, BBDO Detroit, in the U.S. was a sym bolic move by CEO Mike Vogel to signal the end of what he called “probably the toughest year of my business career.”
Vogel was the top executive at FCB Worldwide when it lost its share of DaimlerChrys ler’s Chrysler Group bus iness to BBDO in a $1.5 billion shootout in Novem ber 2000. Almost immedi ately, Vogel joined BBDO, and the shop, renamed PentaMark, hired about 270 FCB staffers.
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