TBWA C/D Reworks Buying




Lippman’s Departure Spurs Move to Decentralize
NEW YORK–The departure of corporate media director Stacey Lippman last week will result in a more decentralized buying operation at TBWA Chiat/Day.
Under the new setup revealed last week, New York-based director of national broadcast Annette Cerbone was promoted to media director of corporate broadcast and research. While Cerbone assumes some of some of Lippman’s duties, the agency plans to effectively give more power to the media directors at its various U.S. offices.
Cerbone will oversee media research, network and spot buying, said an agency representative. Cindy Clements, the New York-based director of spot buying, now reports to Cerbone.
Monica Karo and Fred Sattler, media directors of TBWA Chiat/Day’s Venice, Calif., and San Francisco offices, respectively, who used to report to Lippman, will now operate independently in a variety of areas, including media planning and print, magazine and outdoor buys. They will “collaborate” with Cerbone on national network and spot buys, said agency executives. “This will decentralize things a bit and make us more efficient,” said one agency executive.
Over the last 13 years, Cerbone has worked on all the major accounts at the agency, which has U.S. billings of $1.8 billion. “While we are sorry to see Stacey go, we are excited to give Annette this opportunity,” said Bob Kuperman, president and chief executive of the Americas for TBWA Worldwide.
TBWA Chiat/Day has no plans to fill Lippman’s post of corporate media director, although that could change in the future.
Agency veteran Lippman joined The Petersen Companies last week in the new post of president, Petersen brand and marketing.