As we reported yesterday
, William Gelner, formerly group creative director at BBH/New York, is headed to Los Angeles. Gelner will be overseeing creative duties as ECD at 180's new Santa Monica office, the agency confirmed, joining managing partners Peter Cline, who began 180 operations in Los Angeles early this year, and Michael Allen, who joined 180 from TBWA/Chiat/Day San Francisco in January. The agency, which officially opened its doors Monday, is currently staffed by 28 people working on Sony's United States consumer electronics business (along with BBDO/New York) as well as national and global adidas business. Also among former Amsterdam employees to head to L.A. is creative team Niklas Lilja and Antero Jokinen.