TBWA\C\D's Mitchell Heads to MRM | Adweek TBWA\C\D's Mitchell Heads to MRM | Adweek
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TBWA\C\D's Mitchell Heads to MRM

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NEW YORK TBWA\Chiat\Day New York president Corey Mitchell is leaving to become managing director of MRM Worldwide here, the latter said today.

Anders Ekman last held the MRM post before shifting to managing the shop's U.S Army business in 2006. Since then, MRM worldwide chief operating officer Bill Kolb has temporarily led the office as general manager.

Mitchell, 38, who starts in September, will report to MRM worldwide CEO Reuben Hendell.

Mitchell is leaving the New York office of Omnicom Group's TBWA\C\D during a time of transition. Last month, former Young & Rubicam Chicago chief creative officer Mark Figliulo joined as chairman and CCO in New York, three months after executive creative director Gerry Graf left to become CCO at Publicis Groupe's Saatchi & Saatchi in New York. In that time frame, several creative teams also have departed, chief among them group creative directors Scott Vitrone and Ian Reichenthal, who became co-executive creative directors of WPP Group's Young & Rubicam in New York.

At TBWA\C\D, Mitchell was known for his management of the agency's Mars account, which he began working on in August 2005 as worldwide managing director in the agency's Playa del Rey, Calif., office. In June 2006, he transferred to New York and a year later, he became president, overseeing not only the ad agency but also its Tequila and TBWA\Health units.

At Interpublic Group's MRM, Mitchell will oversee day-to-day operations of a 300-person office. Its major accounts include Intel, Verizon, MasterCard, ExxonMobil, Nikon and Kohl's.

"The New York office in particular is growing rapidly," said Hendell, in a statement. "Having someone to run the New York operation has become more critical, and Corey's experience in leading digital and creative cultures is very impressive."

Mitchell, reflecting upon joining the digital marketing arm of McCann WorldGroup, said, "It's no secret that the future of the industry is no longer in the traditional model of advertising. And while most agencies are trying to adapt to this future, MRM is already poised to deliver the brand experiences people are now choosing."

Mitchell's duties at TBWA\C\D are expected to be redistributed among Figliulo and other office leaders, such as managing director Jamie Gallo.

In an e-mail to staffers this morning, TBWA North American president Robert LePlae thanked Mitchell for "integrity, commitment and exceptional delivery in many different capacities." LePlae added that "while his departure is a loss to the agency, we have a strong management team led by recently appointed chairman and chief creative officer Mark Figliulo, who know their roles well and will fill the gaps quickly. I will follow up very shortly with a specific plan to align responsibilities following his departure."