MVBMS Installs Co-CDs in S.F.

Euro RSCG MVBMS Partners’ revamp of its creative leadership here last week is designed to jump-start new-business efforts and further link the Bay Area outpost with its New York sibling.

The agency last week named Doug Penman and Bertrand Garbassi co-creative directors. Penman, 36, has been a creative director at MVBMS and its predecessor shop, a.k.a. Euro RSCG, for the past three years. Garbassi, 43, headed the agency’s integrated marketing unit, formerly known as Fuel North America, in New York.

The pair will report to Michael Kantrow, managing director of the San Francisco office, and lead a creative staff of 15.

The shop’s last major new-business win came in November with the addition of high-tech marketer Juniper Networks. Billings on that account are $10-15 million. In total, the agency’s San Francisco office bills $115 million from clients such as Intel and The Picture People, a division of Hallmark.

“I’d like to see steady growth with a roster of clients that are starting to go global,” Penman said. “I think we can do a lot more to build the business in the West Coast.”

Although the move to having two co-cds coincides with the departure of chief creative officer Kevin McCarthy to Grey [Adweek, June 24], Kantrow said the change had already been in the works as the former a.k.a. Euro RSCG tries to better integrate into the agency network. In May, Euro consolidated 11 of its U.S. shops into two agency networks, each with its own profit-and-loss center.

Before coming to San Francisco, Penman worked at Euro RSCG in Sydney, Australia, and also put in stints at Ogilvy & Mather and J. Walter Thompson. He said his experience with his current agency’s network has led him to “completely believe in Euro’s model.”

Garbassi has worked for numerous New York shops, including DDB and TBWA\Chiat\Day. He said a key part of his job will be to facilitate relationships between San Francisco and New York.

“I’ve been in New York for the past seven years, so I can be a good go-between to make sure ideas are going back and forth smoothly,” he said. The agency, he added, will strive to “offer integrated mar keting to our clients who may not have progressed beyond traditional advertising.”

The San Francisco shop became part of Euro in 1999 when the network acquired direct response specialist Cohn & Wells.