Bartle Bogle Hegarty Finds New Chief for U.S.

Patrick Lafferty has a hybrid background

Bartle Bogle Hegarty has reached into McCann Erickson to find a new leader for the U.S.

Assuming the role of North American CEO is Patrick Lafferty, who most recently was North American COO at McCann in New York. Earlier in his career, Lafferty held marketing roles at Travel Channel and Discovery Communications and managed accounts at Leo Burnett.

At BBH, Lafferty will lead BBH's offices in New York and Los Angeles. He's expected to start in the summer.

Lafferty assumes responsibilities previously held by New York CEO Greg Andersen, who exited in September. Also at that time, New York managing director Richard Stainer returned to BBH's London headquarters and the shop laid off about 25 percent of its staff.

Lafferty, who'll report to BBH global CEO Gwyn Jones, becomes part of a New York management team that includes chairman Emma Cookson, chief creative officer John Patroulis and chief strategy officer Sarah Watson.

In February, the office won the lead creative role for Sony's PlayStation, as the brand geared up for the launch of its new PS4 console. Other agency accounts include Unilever's Axe, Cole Haan and The Weather Channel. BBH's Los Angeles office works for Red Bull and Justin Bieber's manager's company, Scooter Braun Projects.

"We have great strategic and creative strength in the business, and I think Pat will bring outstanding leadership to that offering," said Jones. "We are very excited to have him as part of BBH leadership in the U.S. and globally."