BBDO Worldwide

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2002 Rating: 2.5 stars

2001 Rating: 3 stars

Though the Omnicom Group agency won several pieces of new business, not one was worth more than $40 million. Also, BBDO's Charles Schwab &Co. financial services account was unceremoniously shifted to sibling GSD&M, Austin, Texas. And, for a brief moment, the Pizza Hut account was teetering when parent Yum! Brands gave project work to Wieden & Kennedy, Portland, Ore.

BBDO made a comeback on the business when Pizza Hut quickly abandoned Wieden and gave everything back to the incumbent.

The creative in 2002 was still strong, but perhaps not as strong as in 2001, when the agency did the highly regarded New York Miracle campaign. This year's Super Bowl should be a strong indication of where BBDO is headed in 2003.


It's apprentice time for Andrew Robertson, who was promoted to president of New York-based BBDO Worldwide and now shares responsibility for the network with Allen Rosenshine, chairman-CEO. After the May retirement of legendary creative head Phil Dusenberry, Ted Sann now gets to show what he can do, so expect BBDO to make a big splash at the Super Bowl, which it always does. Nonetheless, the agency needs to shore up holes in financial services and retail.

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