Morden Is New No. 2 at BBDO

BBDO Detroit chief creative officer Bill Morden has been named vice chairman, putting him in line to succeed chairman and CEO Mike Vogel.

“It’s a natural fit,” Vogel said. “If we really are a creatively driven agency, which we say—all agencies say that—we’re putting our money where our mouth is here.”

Morden, who was an evp, and Vogel have worked together for 10 years, the last 18 months on BBDO’s consolidated $1.5 billion Chrysler Group account. Before that, Morden was chief creative officer at FCB Worldwide, Southfield, Mich.

In his new role, Morden, 51, gains oversight of other disciplines at the agency. “Bill will put a little bit of a creative spin on it,” Vogel said. “So we’ll be expecting account guys to be creatively driven, the media people, the traffic people—anyone who touches this business needs to be thinking creatively, because this is our new thrust forward.”

Vogel, 55, has no plans to retire or leave the agency, but without a clear No. 2 choice, there had been speculation as to who would replace him once that happens, he acknowledged.

With Morden’s promotion, the agency’s creative directors will have more contact with executives at Chrysler, Vogel said. Agency creative directors are Rick Dennis and Sam Sefton, who work on Dodge; Andy Ozark and Carol Joseph, who head up Chrysler ef forts; and Mike Stocker and Robin Chrumka, who team for Jeep.

Separately, as part of the recent reorganization of its marketing department, Chrysler asked BBDO to group its staff by brand. In response to that, BBDO promoted Jerry Acci aioli to executive vice president and brand manager for Jeep on the account side. Acci aioli has spent the last six years managing the Jeep brand as senior vice president and group senior vice pres ident.

Previously, BBDO had a single leader for both Chrysler and Jeep, John Hammond. He remains executive vice president and brand manager for Chrysler. Tom Kreh biel continues in that role for Dodge.