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Decoding a viral for the key to McBride's future

Published on .

'What's Going On In SF'
'What's Going On In SF'
Amid reports of TBWA/Chiat/Day executive creative director, North America Chuck McBride's imminent departure from the agency to assemble a Wings-like supergroup a strange missive with the subject line "What's going on in SF" arrived early this morning in lieu of a press release. The video is a first-person walk through the TBWA/Chiat/Day San Francisco office with one chilling difference—all the agency's employees have been bludgeoned. As the camera moves through the scene, encountering several immobile bodies, it finally settles on a conscious one, a blood soaked McBride, sitting in front of a laptop, taking a drag from a cigarette and clutching what appears to be the weapon—a gold Clio. "Relax," says McBride. "Everything's going to be ok."

Mum's still the word from all involved, but according to Advertising Age, Wieden+Kennedy Nike CD Hal Curtis, Brad Harrington, co-president at WPP Group's Cole & Weber United, Seattle and Alex Wipperfurth, president of Plan B may be among those to join McBride.
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