Ogilvy Hires Group Creative Head




Boyko Taps Bours, Formerly of DDB, to Replace David Page
NEW YORK–A missing piece of the puzzle at Ogilvy & Mather has been filled by Jeroen Bours, a former group creative director with DDB, who was named senior partner, executive creative director. Bours replaces David Page, who left Ogilvy earlier this year to join TBWA/Chiat/Day.
A major appointment for the agency, the Dutch-born art director joins David Apicella, the creative director responsible for the American Express Seinfeld campaign.
Prior to joining DDB in New York, Bours was a senior creative director at McCann-Erickson in New York where he was part of the team that created MasterCard’s “Priceless” campaign. After Jonathan Cranin, McCann’s creative director, came up with the tagline, “There are some things money can’t buy. For everything else, there’s MasterCard,” Bours helped devise the shopping list in which dollar costs of hot dogs and baseball tickets are presented in captions, while a voiceover delivers the payoff line. At McCann, Bours also worked on the Lucent Technology and Marriott Hotels accounts.
“Jeroen, in hindsight, is much more versatile and has a wider range of work over a wider range of products,” said Rick Boyko, comparing his recent hire to Page, who left Ogilvy in New York after just six months.
Bours’ accounts at DDB included Reuters, Cigna and Bayer, for which he helped create an emotional corporate campaign that features a diabetic child and an elderly man with Alzheimer’s. He also was involved in a cinema campaign that just broke for Amtrak’s high-speed Acela train. It is designed to gradually introduce the notion of high-speed rail service to Americans, without showing the train itself.
Bours said he moved to Ogilvy because he was attracted to the agency’s “brand integration group” philosophy in which creative strategies for clients include branding, packaging, broadcast and the interactive services of OgilvyOne.
“They offered me a great playing field,” said Bours, “with support groups which I am not used to.” Bours said he met the Ogilvy team after DDB won a Sheraton Hotels account that Ogilvy resigned.
Bours will work with Apicella on American Express, Hershey, GTE, Lever Brothers and Kodak. “That’s a pretty time-consuming client list,” said Apicella, who has been working without a partner for almost six months. “Jeroen is a very welcome addition,” he added.