BBDO Hires Shevack

Brett Shevack, who became president of the Wolf Group network in 1999 after his agency, Partners & Shevack, was acquired by the shop, has joined BBDO as vice chairman, brand initiatives, a new post.

Shevack, 52, will help clients identify growth areas that go beyond traditional advertising, said BBDO New York president and CEO Bill Katz, to whom Shevack reports. He will provide ideas for new-product development, distribution channels and sponsorships.

“This is about giving clients what they need but not necessarily what they would expect,” Katz said.

Shevack will initially concentrate on packaged-goods accounts, such as Bayer aspirin and the Alka-Seltzer and Phillips’ Milk of Magnesia brands. He will also focus on Uni lever’s Caress account and the newly won Pharmacia/Rogaine business. Shevack will work closely with Ted Sann, BBDO vice chairman, chief creative officer, North America and New York.

“I’ve always approached clients in a holistic way,” Shevack said. “We’re paid to do advertising, but we should always think beyond that to how to make a franchise grow.”

He would not discuss recent efforts for Wolf Group clients, but cited a concept he developed for Adidas as an example of the types of ideas he will help generate.

In 1984, his former agency LCF&S (Lawrence Charles Free & Shevack) created a subbrand for Adidas, Spirit of the Games, that helped the com pany capitalize on the Olympics.

The Shevack hire is the second recent senior-executive hire that Katz has made at BBDO New York. In June, Martyn Straw joined the shop as chief strategy officer from New York brand consultancy Interbrand.