But in 1983 she "reluctantly" followed her high-tech husband to what fellow Chicagoans called "Silly-cone" valley, venturing into what she thought would be a two-year gig at Foote, Cone & Belding Worldwide, San Francisco. There, she worked on accounts that included Levi Strauss & Co., California Raisin Advisory Board and Clorox Co.
She also was in charge of personnel retention before she herself jumped from FCB, a "hard to navigate battleship," in 1996 to join the reopened DDB San Francisco office that was handed the $85 million Clorox account due to a conflict with FCB Chicago client S.C. Johnson & Son.
In a hard-hit San Francisco ad market, and one where creative is king, DDB has focused on less flashy ads pushing plastic bags and laundry cleaners. Today, Clorox's U.S. billings exceed $300 million and DDB's roster has grown to include Heinz brands, Fetzer Vineyards, Celestial Seasonings and a fledgling tech practice. Says Ms. Moudry, who studied existentialism in Spain while in college, "At the end of the day, it's a lot about substance, not about sizzle."