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heads out BURNETT RESHUFFLING ELEVATES CONRAD;WELKE DEPARTS TO TAKE TOP-LEVEL CREATIVE POST AT TATHAM SHOP

By Published on .

A reorganization at Leo Burnett Co. last week clarified succession plans at the nation's largest agency.

The departure of Robert Welke, exec VP-chief creative officer of Leo Burnett USA, Chicago, raised Michael Conrad, formerly third on the creative ladder, to the position of heir apparent to Chairman-Chief Creative Officer Richard Fizdale.

Mr. Welke will join Euro RSCG Tatham, Chicago, in the top-level creative role Steve Dworin, vice chairman-international of Euro RSCG, has been looking to fill.

Messrs. Dworin and Welke are still in negotiations over responsibilities and compensation. But Tatham insiders said the plan calls for Mr. Welke, 48, to come in as chairman-chief creative officer and run the agency in tandem with Mary Baglivo, a chief client officer.

Ralph Rydholm, 58, would give up the title of chairman but remain CEO. Chief Client Officer Curt Olson, would round out a team of four senior executives Mr. Dworin has been working to establish since April.

RYDHOLM TENURE WINDING DOWN

The search for a top creative was due to the fact 58-year-old Mr. Rydholm's tenure is winding down. He's certain to stay through 1997, however, when he is due to serve as American Association of Advertising Agencies chairman.

At Burnett, Mr. Conrad, 52, was promoted to vice chairman-co-chief creative officer, from group president-deputy chief creative officer. He was one of three Burnett executives moved to vice chairman last week.

Mr. Conrad will take on Mr. Welke's responsibilities and share chief creative duties with Mr. Fizdale, 57, who plans to retire at the end of 1997.

Jim Jenness, 50, was promoted from group president, the Americas, to vice chairman-chief operating officer. Roger Haupt, 48, was named vice chairman-chief administrative officer, from group president-chief financial officer.

STEP UP FOR WOLF

In a major step up, Linda Wolf, 48, was promoted from exec VP-director of worldwide business development-and client service director on Coca-Cola Co. and Walt Disney Co.-to president of Leo Burnett USA and regional managing director for North America. She will continue to manage the Coca-Cola and Disney accounts.

Cheryl Berman, 43, moved from exec VP-group creative director to deputy chief creative officer, Leo Burnett USA, reporting to Mr. Conrad (AA, July 15).

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