Direct-Marketing Pro Leads Y&R Creative

As a direct-marketing creative moving into the world of traditional advertising, Anthony DiBiase realized the potential for resentment when he took over last month as executive creative director of Young & Rubicam’s Irvine, Calif., office. But while he admits he’s probably on a honeymoon, he said he was surprised to find that “the initial reaction from the Y&R side has been nothing but positive.”

“Perhaps the younger creatives are a lot more ready to change than the old farts want to admit,” he said.

DiBiase, 44, was formerly ecd for WPP Group’s Wunderman in Irvine.