Mr. Hayden, president-worldwide brand services on IBM, adds the title of chief creative officer.
Brian Fetherstonhaugh takes the new post of general manager-chief operating officer on IBM, under Mr. Hayden in New York. Mr. Fetherstonhaugh, 39, spent the past 13 years in O&M's Toronto office, most recently as president.
HAMILTON IS OFF IBM
Bill Hamilton, who has overseen creative since soon after O&M won IBM in May 1994, is moving off the account. He still will be involved through his role as exec VP-creative head at the agency's New York office.
With the changes, Mr. Hayden will have formal oversight for all IBM creative for the first time since he joined O&M in late '94.
Executives at rival tech marketers and agencies routinely list IBM's ads as the best in the category. But among its 1,000 or so ads produced annually for IBM, O&M has bungled a few.
A spot featuring Santa Claus aired into the new year, generating questions about a fumbled media buy. O&M has taken heat for creative, too, including an ad that seemed to show a man and dog in a compromising position and an owl spot that irked animal regulators.
At a meeting in December, top IBM executives raised two issues: How can O&M speed up the ad approval process while keeping quality control? And what comes after "Subtitles," the celebrated brand campaign that for now has been retired?
"There's no question that Ogilvy has been worried about the IBM relationship of late, especially on the creative side," said a media executive close to IBM. "They need Hayden to be focused on the creative."
Said Mr. Hayden: "It's more what I'm capable of doing. I'm not a very good suit."
Mr. Hayden, a veteran creative leader on Apple Computer at BBDO Worldwide and Chiat/Day, Los Angeles, jumped back into creative last fall with a campaign for IBM's Lotus Development Corp. Last month, IBM launched a TV effort about the Internet, the first campaign for the IBM brand created by Mr. Hayden.
MORE CHANGES AHEAD
More changes are ahead. Mr. Hayden said Chris Wall has "agreed in principle" to join O&M. The free-lance copywriter worked with Mr. Hayden and O&M Creative Director Susan Westre at BBDO, and the trio reunited to work on Mr. Hayden's recent Lotus and IBM Internet campaigns.
Mr. Hayden said O&M likely will name creative chiefs for four key areas-systems, brand/services, software/Internet and consumer.
Mr. Fetherstonhaugh spent five years as a Procter & Gamble Co. brand manager in Canada before joining O&M. He ran the agency's direct shop in Toronto and more recently managed the entire $200 million office. He is known as a champion of integrated marketing and of strong creative.
"O&M's got over 1,300 years of technology experience on staff now," Mr. Fetherstonhaugh said. "In the overall recipe there's something that my experience can bring to the party."