Goldman to Lead BBDO in L.A. | Adweek Goldman to Lead BBDO in L.A. | Adweek
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Goldman to Lead BBDO in L.A.

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TBWA/C/D Veteran Also Gets Responsibility for a Trio of Accounts
LOS ANGELES--BBDO West has hired an agency heavyweight to manage its Los Angeles office.
Steve Goldman joins the shop in the next few weeks as executive vice president and general manager of the office, a new post. Goldman, 44, will oversee day-to-day operations of the 60-person office and head up the Northrup Grumman, eCandy and MGM accounts. He reports to Tom Hollerbach, president and CEO of BBDO West, which includes an office in San Francisco.
"We now have a really strong manager who can be directly responsible for those accounts," Hollerbach said. He described Goldman as "a level-headed strategic thinker" who can "significantly increase" the L.A. office's new-business growth.
A 19-year veteran of TBWA/Chiat/Day, Goldman previously served as co-managing director in Playa del Rey, Calif., where he played a major role in growing the Nissan and Infiniti accounts from $150 million in billings to over $500 million. He also helped build the brands of other TBWA/C/D clients, including Apple.
"BBDO has such a rich heritage and has many of the same values as TBWA/C/D," Goldman said. "Its focus is on the work, and that's what I like doing: creating great advertising. I'm a builder, and this is a great opportunity to help grow BBDO West."
Goldman noted that BBDO West is currently about the same size TBWA/C/D was when he started there in 1981.
Since BBDO re-established in San Francisco over a year ago, rumors have circulated that the agency was considering closing in L.A. Hollerbach said the Goldman appointment should put those rumors to rest. "I think this demonstrates that BBDO West is committed to growing both offices," he said.
The hire rounds out the BBDO West management team, which also includes executive creative director Ken Mandelbaum. Hollerbach said no counterpart to Goldman will be hired in San Francisco.
Separately, Mary Alderete joined the agency's San Francisco office as senior vice president, account director in charge of the EarthLink and Kal Kan accounts. Alderete comes to BBDO from crosstown agency FCB Worldwide, where she served most recently as vice president, management supervisor on such diverse clients as Amazon.com and Clorox. K