Facebook CD Moves Back Into Advertising at FCB Germany

By Patrick Coffee 

Here’s a rare cause for optimism in the ongoing tech companies vs. agencies battle: a creative vet who had been with Facebook in Amsterdam decided to go back into “traditional advertising” with a new gig at FCB.

Tris Gates-Bonarius spent more than two years as a CD at Facebook Amsterdam, helping clients like Heineken, P&G, Nestle, Lego, Phillips…pretty much everybody…produce and/or place work on FB and Instagram.

Now she will be ECD at FCB Germany leading creative on the Nivea account.


Why did she make the move back? From the More About Advertising blog:

“I love global business and this is an incredible opportunity to have an impact on an iconic brand and take it even further into the digital world. I can’t wait to work with Erika, leading and supporting a world-class international team. After meeting the global leadership, I knew I wanted to be part of the momentum FCB has been building. CEO Carter Murray has endless drive and CCO Susan Credle has a fantastic vision for their clients and the agency.”

Gates-Bonarius spent most of her career in Germany but also worked for more than a decade as global ECD on the P&G brands Iams, Pampers and Eukanuba at Saatchi & Saatchi in both Franfkurt and New York.

In a quote, FCB global CEO Carter Murray cites “her time with Facebook, working with clients and agencies on how to best leverage digital platforms” in explaining the hire. But we have to wonder, given Gates-Bonarius’ own quote, whether the arrival of Susan Credle had anything to do with it…and whether we can expect more major creative staffing news in the coming months from FCB.