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In the end, it probably didn’t matter that TBWA Chiat/ Day’s St. Louis office had failed to gain much new business this year.
The four or five regional accounts the shop unsuccessfully pitched weren’t going to save the outpost, which no longer fit into the company’s national strategy, said Bob Kuperman, president and chief executive officer for TBWA Chiat/Day North America. The agency last week said it will shutter the St. Louis office.
“I just don’t think regional offices, other than those that are there to service [for example] the Nissan account, are part of the plan,” Kuperman said.
“We didn’t fit into where TBWA Chiat/Day wants to go, the kind of brand [it] wants to be, which is a national brand,” said Mary Tetlow, managing director of the St.
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