TBWA’s Love Lands In OMC Client Role

When Tim Love arrives in his new post as a vice chairman at Omnicom Group on Dec. 1, his stated respon-sibility is to create marketing opportunities for the holding company’s largest global clients.

But now that Procter & Gamble has merged with Gillette, a longtime BBDO client, Love’s decades-long experience on P&G is expected to come in especially handy, sources said.

BBDO, whose Proximity unit was awarded P&G’s relationship marketing program in 13 European countries last month, has been pre-paring to go after more P&G business, sources said. BBDO will use its 28 years of Gillette work (on men’s and women’s shavers and Right Guard) as a case history to pitch more P&G brands in coming months, sources said [Adweek, Oct. 31].

Last week, both Love, 56, and Omnicom said it has not yet been decided which accounts he would focus on.

“We’ll let client needs dictate how to shape the role,” said Love, who relocated to New York in August from Tokyo, where he had been president of global clients at TBWA Worldwide since April 2004, primarily working with Nissan.

He did add, however, that after 12 years on P&G—at shops like D’Arcy Masius Benton & Bowles and then Saatchi & Saatchi—”I enjoyed working with P&G and would like to do so again.”

Omnicom CEO John Wren said Love’s “experience developing teamwork and strategic partnerships across geographies and disciplines will be of great value to our clients.”

Putting someone in at the holding- company level to run client business is not Omnicom’s usual modus operandi, but it has made exceptions.

For example, Omnicom evp Susan Smith Ellis led the company’s charge for the $600 million Bank of America account that it won in August. She now runs the business from Omnicom across several agency companies.