Schneider, who joined the agency in 1980 and most recently held the title senior creative director, has served as Patti's creative partner and lieutenant on the Pepsi business for the last decade. His credits mirror those of his former boss and include Pepsi spots ranging from the Gold Lion-winning "Security Camera" to more recent work featuring Britney Spears, and a recent corporate image campaign for General Electric.
"For the past 10 years, Don Schneider has partnered with Michael Patti to create some of the industry’s most acclaimed and award-winning work for clients like Pepsi and HBO," chief creative officer Ted Sann wrote in a memo distributed throughout the agency this afternoon. "And just last month, he also introduced GE’s new "imagination at work" corporate image campaign -- GE’s first new campaign in more than 20 years. In his new role, Don will continue to be responsible for creative development on these important assignments."