Schneider Joins ECD Team at BBDO

For Don Schneider, taking one of the top creative posts at BBDO New York was all in a day’s work.

“The promotion wasn’t a shock, since I’ve been doing the job for years anyway,” said Schneider, who rises from evp, senior creative director, to evp, executive creative director. “I’m getting more acknowledgement now, more so than a change of function.”

Schneider takes Michael Patti’s place on BBDO’s six-person creative management team. Patti resigned two week ago as vice chairman, senior ecd, to join Young & Rubicam as worldwide creative director and New York chairman and CEO.

Schneider will oversee a 15-person creative team and continue to work on accounts including Pepsi and GE, for which he helped conceive the recent “Imagination” campaign. He continues to report to Ted Sann, chief creative officer of BBDO New York and BBDO North America.

“He was next in line,” Sann said, adding that he did not consider anyone else for the job. “He and Michael were the team that created great work for Pepsi and GE over the years, so it made perfect sense.”

Schneider, 46, still seems surprised, but stoic, about the departure of Patti, his 10-year partner. “It was kind of a shock that Michael left. He kept it close to the vest, which he should have done,” he said. “We wish Michael luck, but we’re going to continue to do great work and forge ahead.”

Schneider joined BBDO in 1980 as an assistant art director. He was named senior creative director in 1994 and joined the board of directors in 1997. He has worked on many high-profile campaigns, including HBO’s “Chimps” (which won the first-ever commercial Emmy in 1996) and a slew of work for Pepsi featuring celebrities from Cindy Crawford to Bob Dole to Britney Spears.

The other five ecds at BBDO New York are Bill Bruce, 41; Gerry Graf, 36; Al Merrin, 56; Charlie Miesmer, 60; and Jimmy Siegel, 48.