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Pearce to Leave CD Role at Fallon

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ATLANTA Bobby Pearce, a creative director at Fallon, is leaving Minneapolis next month to become the executive creative director at WestWayne in Atlanta.

Pearce, 37, will report to Scott Sheinberg, WestWayne's chief creative officer. Sheinberg is based at the shop's Tampa, Fla., office and has been commuting to the Atlanta facility for the past six months, the shop said. Pearce will be responsible for all creative production at the Atlanta office, which is a new position at the shop.

Pearce was one of the Fallon creative directors on the current television campaign for Citibank's rewards program. One of the spots playing on national television shows an overweight man in a gym who is disappointed when he doesn't lose weight after jogging one lap around the workout room.

Pearce is a native of Georgia and a graduate of the University of Georgia. He began his career as a copywriter at BBDO in Atlanta. Since then, he was worked at Fallon, Doner, Goodby, Silverstein & Partners, Carmichael Lynch and McCann Erickson. He has developed creative work for clients including Budweiser, Holiday Inn Express, Ikea, Monday Night Football, MTV and Saturn automobiles.

"It was always in the plan for me to come back home," Pearce said. "There was a reason behind every agency move that I made. I learned radio at Doner, print at Carmichael and did some great TV at McCann in Seattle and Fallon in Minneapolis."

Pearce is the fifth senior executive that WestWayne has recruited from larger agencies in the past two years as part of a plan to improve the independent shop's work. Three of the new hires came from New York shops and one from McCann in Detroit.

"WestWayne and Atlanta are going through a transformation," said Jeff Johnson, WestWayne's president and CEO. "We're always trying to improve our creative, and Bobby's talent speaks for itself."

Pearce will start the new job June 1.