Bruce Bildsten Leaves Fallon

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In the second major agency creative exit in as many days, ECD Bruce Bildsten has resigned his post at Fallon to pursue an as-yet-unknown top spot at a major agency. "I've known that I've wanted to be a number one for a long time," he says, "but with Paul Silburn there -- and I really like and respect him -- I want to do my own thing. I wanted to do interviews and hold phone calls, but I'm too conscientious to do that at the office. I thought it would be better to take a break and do it right." Bildsten is best known in the industry for his part in the creation of BMW films, a milestone online project that set a precedent for branded entertainment. "I just had a blast doing that kind of stuff, and I know how to do it well," says Bildsten. "I figured out the magic formula. Ironically part of it is keeping it organic. I don't believe that it's just traditional creative people that can come up with that. I've come to appreciate how good media people and interactive creatives can be. But more of it is in my gut. I know how to bring people together and use production partners to make it happen." Bildsten says that now is the time to once again redefine advertising. "There's a lot of movement in the industry, and it's really exciting," he says. (MS)
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