BBDO and Ross Roy Combine Strategic Planning, Research

Furthering efforts to streamline coordination of its agencies serving Chrysler Corp., BBDO Worldwide is consolidating the strategic planning and research groups at BBDO Detroit and Ross Roy Communications into one new unit, to be housed at Ross Roy.
The integration will improve the quality of service to Chrysler, the biggest client of both agencies, said Tom Clark, vice chairman of BBDO Worldwide and president and chief executive officer of PentaMark. PentaMark is the separate senior management group encompassing BBDO, Ross Roy and PentaCom, the BBDO unit that handles handles all Chrysler national media planning and buying.
“As we build an integrated marketing organization, it makes good business sense to refocus these functions to enhance closer working relationships with our PentaMark portfolio managers,” Clark said.
Bill Hackett, who heads strategic planning and research at BBDO Detroit, will assume the new title of executive vice president, managing director of strategic planning and research, encompassing all corporate and brand responsibilities, previously split between the two agencies. Hackett will report to Tim Copacia, Ross Roy president.
About a dozen BBDO Detroit employees will move to the new unit, Clark said. No staff cuts are planned as the result of the consolidation, he said. There is the possibility for new hires as the group takes on strategic planning for nonbrand areas such as efforts to increase dealers’ used-car sales.