NEW YORK (AdAge.com) -- Greg Andersen has been named CEO of Bartle Bogle Hegarty, New York, taking the reins from Emma Cookson. Ms. Cookson is moving into the role of chairman and will focus on the shop's $270 million account: General Motors' Cadillac.
The management reshuffle comes as Bartle Bogle is experimenting with a new agency model that puts an emphasis on senior executives being more directly tied to client business. Bartle Bogle first rolled out the model in the agency's London headquarters last year and is in the process of adapting it across the Publicis Groupe-backed micro-network.
"We have an exceptionally rich mix of talent at the top of the company in New York, and as the agency reorganizes itself to remain highly competitive in today's environment, we need to ensure that talent is returning the greatest value to the business," Group CEO Simon Sherwood said in a statement.
Last month, BBH, New York, scored a big win when it was named Cadillac's new creative agency, succeeding Boston-based Modernista. Cadillac marks the agency's first car account; other clients include Google, Unilever and Ally Bank.
In her new post as chairman, Ms. Cookson will have day-to-day responsibilities for running the Cadillac business, though she will still lead strategic work for other accounts.
The jump into the CEO spot is a big one for Mr. Andersen, who most recently served as managing director of the office. He joined Bartle Bogle in 2006 after a top planning job at Interpublic Group of Cos.' Lowe, and is credited with establishing BBH's engagement planning department. Mr. Andersen is expected to work closely with chief creative Kevin Roddy to steer the agency.
BBH North America's chairman, Steve Harty, gets a new title too, shifting into the role of group chairman. He now has oversight of all BBH properties in North America, including BBH, New York, and Zag, and is charged with creating new offerings in the region.