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Morden Says Shift No Big Deal

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Topolewski's Exit for McCann Puts Longtime Partner in Charge
DETROIT--Bill Morden, who replaces Gary Topolewski as executive vice president and chief creative officer at FCB Worldwide here, said he doesn't expect the department to take on a new look.
"Gary and I knew each other for 20 years in the business," he said. "We were partners. I'm an art director by trade and Gary is a writer. We grew up in the business together as a team at Campbell-Ewald and J. Walter Thompson. Is there going to be a significant philosophical shift at the agency? There isn't--because we were so much attuned to each other and how we saw the agency going, there's no real need to shift it."
Topolewski left the agency last week to become executive vice president and chief creative officer at McCann-Erickson/A&L, San Francisco, whose accounts include Microsoft Corp.
Morden said one of his biggest challenges will be to maintain the high level of work on Jeep and other DaimlerChrysler brands. His first task will be hiring. He has to fill his old job as well as the top non-automotive creative spot at the shop that was vacated by Mark Simon, who left the agency recently for Campbell-Ewald [Adweek, March 13].
Morden joined the agency in 1994 after working on Chevrolet for General Motors at Campbell-Ewald Advertising (then Lintas/Campbell-Ewald) of Warren, Mich. Previously, he held creative positions at Leo Burnett, Chicago, and the Detroit offices of J. Walter Thompson and BBDO.
The shop's top executive said the changes that stared last year when parent True North Communications moved Bozell Worldwide into FCB had nothing to do with the departures of two of his top creatives.
"[Topolewski] obviously felt that this was an opportunity he couldn't pass up," said Michael Vogel, the shop's president and CEO. K