NEW YORK Bill Bruce, the man who helped establish Mountain Dew on the national scene in the 1990s, has added the title of chairman at BBDO in New York.
Bruce, 45, was already the office's chief creative officer, but the chairman's title carries an esteemed legacy at the shop and adds operational duties to his role. He now joins New York CEO John Osborn and North America COO Jeff Mordos as the third member of the flagship office's leadership team.
The past chairmen have been legendary creatives Phil Dusenberry and Ted Sann.
The move is intended to enable North America chairman, CCO David Lubars to concentrate more intensely on the broader creative tasks of the other offices: Detroit, BBDO West (Los Angeles, San Francisco), Minneapolis and Atlanta, as well as New York.
Bruce is a veteran of the Omnicom Group agency, having started in its Detroit office in 1986 as a copywriter on the Dodge account.
Dusenberry brought him to New York in 1987 to work on Pepsi, and Bruce has helped shape some of that client's most memorable TV work, first with a Top-Gun-themed spot and then for Diet Pepsi featuring Ray Charles.
Work on Mountain Dew, Sierra Mist and Aquafina followed.
The most recent Dew spot shows a man traveling to the Far East to learn the art of "hand slapping." The Sierra Mist campaign is a series featuring stand-up comics. Aquafina work has shown people in pubs guzzling steins of water instead of beer.
In a memo to BBDO staff, Lubars said that because of BBDO's history of having chairmen who are also creative leaders, bestowing the title on Bruce is "one of the ways we ensure that creativity remains the most important priority we have."
Other clients in BBDO's New York office include: Campbell's, Cingular, eBay, E*Trade, FedEx, Frito-Lay, GE, GlaxoSmithKline, HBO, Lowe's, Masterfoods, Motorola, NFL, Pfizer, Pizza Hut and Target.