TWO TOP-LEVEL CREATIVES SHIFT IN SAN FRANCISCO: TOLPIN OVERSEES JWT IN WEST; SWEITZER QUITS POST AT RINEY

By Published on .

San Francisco's creative landscape is undergoing a makeover as J. Walter Thompson USA brings in a senior-level creative to head operations in the West and Hal Riney & Partners begins the search for an executive co-creative director.

Larry Tolpin, 45, formerly regional creative chairman at BBDO Worldwide and president-CEO of BBDO South, Atlanta, will take over as worldwide creative director and CEO of JWT West. Working out of JWT's San Francisco office, Mr. Tolpin will be in charge of creative for the entire West Coast, Canada and parts of the Asia-Pacific, such as China, New Zealand and Australia.

He also will serve as creative director on the San Francisco office's key Sprint Corp. account, as well as direct new-business efforts under a reorganized management team that includes David Riemer, 39, president, and John Geoghegan, 39, general manager.

"The plan is to make the . . . office a creative hub for the system," Mr. Tolpin said.

John Hyde, previously JWT's longtime top creative in San Francisco with the title of exec VP-executive creative director, has left the agency.

Mr. Tolpin worked for only nine months at BBDO in Atlanta; its primary account was Delta Air Lines, which moved earlier this year to Saatchi & Saatchi Advertising, New York.

RETURN TO LOS ANGELES

At the same time, Steve Sweitzer, 40, has left as co-executive creative director of Riney to return to Los Angeles, where he will free-lance-possibly, he said, with some assignments from his former shop, TBWA Chiat/Day, Venice, Calif.

It was just two years ago that Mr. Sweitzer joined Dave O'Hare as co-manager of Riney's creative department, helping recruit talent for the $625 million shop.

"I want to have the opportunity to be entrepreneurial and do my own thing, not day-to-day manage a department," Mr. Sweitzer said.

RINEY EYES NEW ARRIVALS

Riney, which has several veteran senior creatives, is instead considering as a replacement for Mr. Sweitzer a number of recently hired but senior people, such as Mike Mazza, former co-creative director of Saatchi & Saatchi Advertising, San Francisco; Dexter Fedor, who came from Ketchum Advertising; and Dennis Lim and Greg Ketchum, who worked on Apple Computer at BBDO.

Creatives from outside the shop also will be considered.

In Atlanta, Tom Carey will assume the CEO responsibilities of the BBDO office, which still has about $230 million in billings. He remains CEO of BBDO, New York. VP-Group Creative Director Ellen Curtis will handle day-to-day creative

In this article:
Most Popular