This week, the agency hired Todd Tilford, a former creative director at Dallas-based TM Advertising, as executive creative director and director of visual communications. Mr. Tilford, 41, will be responsible for leading BBDO's new design offering and he will oversee the agency's studio and print departments.
Setting up a 'designery'
"We've asked Todd to set up a 'designery' where we can bring our clients beautiful things like logos, guerrilla ideas, posters, Internet ideas and a slew of other things we know they'll love," David Lubars, chairman and chief creative officer at BBDO North America, said in a statement.
Since taking over the top creative slot at the agency last summer, Mr. Lubars has been on a mission to broaden the agency's repertoire beyond TV spots. The challenge he's facing is an industry-wide one, as audience segmentation has made marketers more interested in nontraditional strategies, pushing agencies to broaden their offering. Other top agencies such as WPP Group's Ogilvy & Mather and Havas' Arnold Worldwide already boast design units or departments that seek to shape their clients' products and make them consumer-friendly even before they go to market.
Before working at Interpublic Group of Cos.' TM, Mr. Tilford created Pyro Brand Development at the independent Richards Group. There, he worked on with for General Motor Corp.'s Hummer brand, the video-game "Quake" and showmaker Dr. Martens.
Parting with veteran creatives
A BBDO spokesman said the agency has parted with an undisclosed number of veteran creative staffers to make way for Mr. Lubars' vision of the agency. The agency has also recently shifted around a number of account managers on key accounts, including Visa International and America Online.