BBDO Hones Planning Approach

LOS ANGELES The recent elevation of Tracy Lovatt and Nick Bartle to the newly created positions of directors of behavioral planning for BBDO North America further solidifies the network’s “one-agency proposition,” said John Osborn, president and CEO of Omnicom’s BBDO, New York.

Though Bartle will continue to work at BBDO West here and in San Francisco, he will join Lovatt in the New York office more often, Osborn said. “Insofar as sharing of best practices with our key clients, it will be very important to the agency,” Osborn said. “Now that we’ve combined the West Coast offices, it is more like a long hallway with open doors where we can share and collaborate.”

Behavioral planning, Osborn said, is distinct from strategic planning in that the goal of the research is to uncover consumer insights into what consumers are already doing that “ultimately lead to communications that will change behavior. That’s where our clients are holding us accountable.”

Osborn said that he didn’t look outside the network to fill the new roles.

“We believe we have the right horsepower inside the stable,” Osborn said. “Lovatt and Bartle are better than the Captain and Tennille in how they make good music together, at discovering insights that lead to great strategy that leads to great work.”

Lovatt, who joined the agency from Interpublic Group’s Momentum, is best known for her proprietary InciteWork, which the agency said has been applied to each BBDO client.

Bartle, who arrived from Omnicom sibling Goodby, Silverstein & Partners, San Francisco in 2003 as evp, director of account planning, was instrumental in the eBay “It” campaign and has contributed to work for Mitsubishi Motors North America, the California Lottery and Gallo Wines, among others.

The two executives report to David Lubars, chairman and CCO, and Gerry Frascione, president and CEO of BBDO North America.