Worldwide will lay off employees in the agency's North American operations as a direct result of winning the estimated $2.4 billion DaimlerChrysler marketing account, Allen Rosenshine, chairman-CEO of BBDO Worldwide, said Nov. 20. "Despite the fact that we will be handling well over $1 billion of additional billings coming from FCB, we will have to reduce costs overall. This is, after all, what the pitch was about," Mr. Rosenshine said. "This means eliminating duplication of services wherever possible and increasing efficiency across the board, which it is now our responsibility to deliver." BBDO recently won the assignment in a pitch against FCB Worldwide. BBDO will be expanding the PentaMark organization, which operates in Detroit and Canada, to service DaimlerChrysler global marketing needs. The reorganized company will be called PentaMark Worldwide and will be based in Detroit. Mr. Rosenshine would not say how many employees will be cut.
Copyright November 2000, Crain Communications Inc.