Internal Memo: DigitasLBi Boston/Detroit President Leaves for CVS Gig

By Patrick Coffee 

Norman de Greve, the DigitasLBi veteran named president of its Boston and Detroit offices just under one year ago, has left the agency for a gig as chief marketing officer at CVS Health.

de Greve joined the ad world after a stint as an investment manager/consultant working for (among others) Corporate Decisions, Inc., which is a spinoff of the Bain Capital made famous by one Mitt Romney.

He became a Digitas employee in 2001 and gradually made his way up the company ladder, holding the SVP, VP/GD and EVP/chief solutions officer titles before his promotion last July. Coincidentally, de Greve replaced departing DigitasLBi President and “huge Harley fanBarbara Goose, who left for her own CMO position at Boston-based “digital innovation technology” provider Altisource.


At the time of his hire, de Greve was to “manage the growth of the 800-plus employee region while steering strategy for such clients as Cessna, General Motors, Lenovo and PUMA”; he reported directly to North American CEO Tony Weisman.

Here’s the internal memo from Weisman, which includes no word on de Greve’s replacement.


After 14 years at DigitasLBi, Norman de Greve (President, Boston-Detroit) has decided to leave the agency and pursue an exciting new opportunity at CVS Health as its CMO (Chief Marketing Officer). Wow.

This was not an easy decision for Norman to make (and candidly, not an easy one for us to receive). Yet, nothing worth doing is. And if there is a trait that is signature Norman, it’s his bravery. He is a rare breed of person and professional, commanding equal and remarkable doses of EQ and IQ. While of course we are bummed that we will no longer see Norman in our halls (or at least not as an employee), let me be clear that I couldn’t be happier for him. We are proud that he has called DigitasLBi his professional home for over a decade. The diversity of experiences and reinvention opportunities he has had with us have helped empower Norman to take on this bold new challenge.

Norman has already started a transition. His official last day is July 14th and he begins his new role at CVS Health on July 15th. He will be based in the CVS Health HQ’s in Woonsocket, RI reporting to EVP, CVS Health and President, CVS/pharmacy Helena Foulkes (who was on our NewFront stage in 2014 for CVS’ bravery in banning tobacco sales).

Let me also be clear that the Boston-Detroit region is more focused than ever. Norman will be the first to proudly state that the regional leadership stands strong and tall. Working with the ELT, I am taking this time (and opportunity) to quickly and thoughtfully assess our leadership needs.

Whatever decisions are made the Boston-Detroit region is set up for success thanks to its great leadership. More victories await this team, and our agency.

And to Norman: we are united in our best wishes to you across every dimension of your professional and personal life and well-being. Now go kick butt and we demand that you stay in touch.