Mowery Assumes Control of BBDO's San Francisco Office By Daniel S. Levin

SAN FRANCISCO - BBDO last week named Bruce Mowery to head the office here, the latest move in the agency's effort to improve the performance

Mowery, 46, who assumes the post of executive vp/gm, is a longtime associate of the agency. He spent 10 years at Apple Computer, BBDO’s biggest client, most recently as director for business markets, and was previously at Chiat/Day, where he worked with Steve Hayden, chairman/ceo of BBDO West, on the Apple account.
Hayden said Mowery’s background is especially well suited to take advantage of the high-tech and general market opportunities in Northern California.
Essentially, Mowery will replace Robert Fultz, who was named ceo when BBDO’s high-tech division TFB/BBDO, which he headed, was merged with the S.F. agency. Fultz, who planned to retire in 1994, is expected to move up that date. The post occupied by coo Fred Walti has been eliminated.
Sources said BBDO here is continuing to feel the effects of the upheaval that began with the merger. Staffing was cut from 67 to 55, and there was friction as some of the formerly disparate departments jockeyed for position.
Matters are not expected to improve quickly. In September, the $7-million Visa trade account will be consolidated in N.Y., which handles the bulk of Visa advertising.
Restricted by limited resources and conflicts with clients at other BBDO outposts, the S.F. office has languished. The merger was intended to reduce expenses while mobilizing resources. But sources said that the Bay Area operation also lacked strong leadership able to ‘put a face on the agency for the community,’ as one insider put it.
Copyright Adweek L.P. (1993)