BBDO Worldwide

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Agency rating: 3.5

BBDO Worldwide, New York, lived up to its strong reputation by winning DaimlerChrysler's estimated $2.4 billion global Chrysler Group business. Work from the Omnicom Group agency also dominated the Super Bowl in 2000.

While some agencies scrambled to hold onto accounts in 2000, BBDO continued a trend of adding sizable assignments from existing clients such as Charles Schwab & Co. and Pepsi-Cola Co. It also brought in the $300 million Cingular Wireless account. BBDO proved again that its ideas for brands such as M&M's, Mountain Dew, Pepsi-Cola and Snickers have sturdy legs. It claims net new billings of $1.5 billion and about $100 million in lost billings. BBDO resigned Earthlink, Netpliance and PetPlace.com and lost U.S. Navy in a review.

BBDO also tried to build an integrated advertising department and an interactive agency, @tmosphere Interactive. Both these efforts quickly lost their leaders, Matt Seiler and Susan Pinkwater.


Andrew Robertson, 40, named this month to the new post of president-CEO of Omnicom Group's BBDO North America, is in position to aim for Allen Rosenshine's post as chairman-CEO of BBDO Worldwide. Mr. Robertson formerly was CEO of Abbott Mead Vickers BBDO, London. With Creative Director Ted Sann working to reinvigorate BBDO's product with new blood in the creative department, expect some edgier advertising. Bill Katz, president and co-CEO in New York, will spearhead a more aggressive new-business approach, presaging a more competitive BBDO playing in more reviews.

Last year's rating: 2.5

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