BBDO's Patti Heads to Y&R

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Patti: From BBDO to Y&R.
Longtime BBDO/New York executive creative director Michael Patti has been named chairman and CEO at Y&R/New York, Y&R announced today. Patti, who has been with BBDO for 18 years, leaves the agency as vice chairman-senior ECD. As chairman/CEO at Y&R, Patti succeeds Ron Bess, who has moved into a corporate role as vice chairman for intergration and business development at Y&R parent Young & Rubicam Inc. Patti will also take over the role of worldwide creative director, a position that has been vacant since the 2000 departure of Ted Bell. Y&R/New York president and chief creative officer Jim Ferguson, meanwhile, will add the role of ECD for Y&R/North America to his duties.

Patti, who ascended to executive creative director at BBDO in 1993, is best known for his work on Pepsi, which dates back to the days of Madonna's controversial "Like a Prayer" spot. Since then, his group has overseen star-studded brand campaigns from "Have Fun. Be Young" to the current "Joy of Pepsi," featuring celebrities from Shaquille O'Neal to Britney Spears and, of course, Bob Dole. Patti was also involved in the creation of the agency's lauded "New York Miracle" campaign, and most recently oversaw the launch of General Electric's new branding effort.

In a memo released throughout the agency this afternoon, BBDO/New York chairman and chief creative officer Ted Sann wished Patti well. "I have personally enjoyed working with Michael during this time: his contributions to the agency and our clients have been outstanding," Sann wrote. "And I have taken great pride in watching him grow. I hope that you will all join me in wishing him good luck in his next challenge."

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