KBS is doing just fine despite the loss of its biggest client, BMW.
Today, the MDC Partners shop announced today it had hired Laura Forman away from Ogilvy to serve as its new executive director of brand strategy. She was formerly group planning director there.
In her new position, Forman will oversee a department of 12 brand strategists on all accounts and “will also play a central role in redefining KBS’ own culture,” according to the agency. A 20-year industry veteran, Forman has led assignments for clients including Target, American Airlines and Chevy. She founded her own strategy boutique, Forthought, and served as vice president and account planner for Deutsch L.A., planning director for Fallon and account planner for Goodby Silverstein & Partners.
“I am excited to join the team and look forward to continuing their great work in building bridges between clients and their customers,” Forman said in a statement. “KBS’ mission to combine humanity, technology and purposeful creativity was a real selling point for me in joining the agency.”
Forman will report directly to KBS global chief strategy officer Ted Florea and partner with her data & analytics and product strategy counterparts. She will be based in New York and have a specific focus on KBS clients AmEx and storage company PODS, which just went to KBS after a review.
“We’re thrilled to have Laura join the strategic team,” Florea said in a statement. “Laura brings extensive experience delivering world-class strategic thinking from shops like Goodby and Ogilvy as well as her own consumer insights company. This background makes her perfect to be a leader on continuing to champion our commitment to helping companies discover and live their greater purpose in culture.”
Based on recent news, it would seem KBS was prepared for the inevitable BMW loss. You may also recall that the agency publicly announced its plans to sit out that review right after naming a new leadership team in its New York headquarters.
The account later went to GS&P.