Bates Names Holland President

Bates Southwest has installed Bill Holland as president, overseeing the agency’s advertising activities under chairman and chief executive Jerry Kerr.

The appointment squeezed out president of consumer advertising Stephen Rogers, who resigned earlier this month.

Holland, 49, recently departed Fellers Marketing & Advertising of Austin, Texas, where he was president and chief executive of a five-office agency with operations in Texas and Oklahoma.

Now in charge of Bates’ 100-person office in Houston, with roughly $120 million in billings, Holland is charged with developing more consumer advertising business to make up, in part, for the agency’s impending loss of its Verizon Wireless account.

Said Kerr, “[Holland] brings a proven business-building background and he’s a real team builder. That’s what we need at this point.

“We’ll need to replace the whole area of consumer advertising,” Kerr added. “That will be the whole focus for the next six months.”

Rogers could not be reached for comment, but Kerr said, “Basically, [there were] philosophical differences as to the way we were going to move ahead.”

Holland primarily carries the responsibility of saving Bates from the waves of layoffs experienced by other agencies this year

A native of West Texas, Holland started his own agency in Amarillo, expanded to Lubbock, then merged with Austin-based Fellers & Co. in 1996 in a deal that brought together offices in those three cities as well as Houston and Oklahoma City.

“The idea of running a major regional agency of a global corporation was too good to pass up,” said Holland of his appointment. “The consumer side is an area that we’ve got a great team for and that we’re continuing to grow.”

A Fellers spokesperson said Holland and agency board members “saw the agency going in two different directions.” Chairman Doyle Fellers has become chief executive and a search is under way for a new president.