The move is a further indication that the Publicis Groupe agency is continuing to push into the branded-entertainment category. Fallon, which created one of the ad industry's most successful branded-entertainment campaigns, the Internet-based short-film compendium for BMW, sees more opportunity in the space.
'Conservative business climate'
"We're coming out of a conservative business climate," said Rob Buchner, a 15-year Fallon veteran who was promoted to chief marketing officer. "Clients are more experimental; there's more demand for branded entertainment."
Mr. Buchner, 41, started on the account management side and oversaw the account for information technology company EDS, among other accounts. Three years ago to took the helm of interactive, and oversaw the online execution of BMW films. Two years ago, along with former chief creative officer David Lubars, who is now top creative at Omnicom Group's BBDO Worldwide, New York, he started working on entertainment projects.
He was at the center of an initiative for Nestle Purina Petcare that fell short. The TV program -- an animated satire of the 2004 presidential election between the Cat Party and the Dog Party -- was scratched after Purina in November 2003 suffered a difficult quarter and pulled out.
Mr. Buchner succeeds Mark Goldstein, who left Fallon in May to become global chief marketing officer at Lowe & Partners Worldwide, New York, part of Interpublic Group of Cos.