Tribal DDB Parts With Agency Heads in Chicago, San Francisco

Windy City's David Hernandez Returns to OgilvyOne on Heels of Shop's State Farm Loss

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CHICAGO ( -- Tribal DDB is parting ways with the top executives at its San Francisco and Chicago offices, the latter of which has already let go of staff following a major account loss.

David Hernandez
David Hernandez
David Hernandez, managing director of the Omnicom Group's agency's Chicago office, is returning to Ogilvy & Mather's Windy City office, where he will lead digital unit OgilvyOne and also serve as executive creative director at Ogilvy & Mather, Chicago.

Mr. Hernandez's departure comes a day after the agency laid off as much as 25% of its staff following the loss of its second-largest account, State Farm. The Chicago office lost another sizable account, Wrigley, late last year, and has struggled to add significant new business.

The office, which once approached 150 people, is said to be down to perhaps 55. Tribal continues to work on McDonald's, Jones New York and Emerson Electric in Chicago.

At Ogilvy, Mr. Hernandez joins a shop that has some new-business momentum of late, adding CDW and American Family Insurance. Ogilvy, Chicago President Jack Rooney said he was ecstatic about the opportunity to again work with Mr. Hernandez, who had been at OgilvyOne from 2003-2009. "I don't want to call it the return of the prodigal son, but it's going to be great. We're psyched."

A Tribal DDB spokeswoman didn't immediately return a phone message inquiring about Mr. Hernandez.

Meanwhile, Geoffrey Gougion, managing director of the San Francisco office, is also departing, and he'll be replaced by Tribal's U.S. co-president, Mike Parker.

Mr. Gougion had been with Tribal since 2006, spending stints in both its Los Angeles and San Francisco offices. Prior to that, he worked in brand management at Nestle. Reached in his office Monday afternoon, Mr. Gougion declined to comment and referred an inquiry to a DDB spokeswoman.

Mr. Parker, formerly of Goodby Silverstein & Partners, rejoined Tribal late last year as U.S. co-president. While based in San Francisco, he didn't oversee that office's daily operations. He will now.

Tribal's San Francisco clients include a number of Clorox-owned brands, including Armor All, Clorox, Glad, Fresh Step and Tilex.

A Tribal DDB spokeswoman contacted yesterday during an inquiry regarding Mr. Gougion stressed that the leadership change in San Francisco was not related to the Chicago layoffs.

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Contributing: Kunur Patel

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