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Bozell Worldwide this week enacts a management restructuring designed to streamline the agency's top executive ranks.

Three top executives will move to the vice chairman position, as will G. Kelly O'Dea, hired away from Ogilvy & Mather Worldwide.

Mr. O'Dea, formerly O&M's president of worldwide client services, takes the post of vice chairman-international operations and global client development at Bozell.

Those promoted to vice chairman are Gene Bartley, former president of North American operations; Ramesh Rajan, former exec VP-chief financial officer; and Mike Vogel, former president of the Southfield, Mich., office. Mr. Vogel will continue to have global responsibilities for client DaimlerChrysler.


These changes come just one month after former Bozell CEO David Bell moved from the agency to the post of chairman-CEO at parent True North Communications.

Leo-Arthur Kelmenson, Bozell chairman and Mr. Bell's successor as CEO, said the new senior management layer will foster increased agency communications. Mr. Kelmenson likened the structure to that of the "joint chiefs of staff," each having different responsibilities but working closely together.

"Military organizations have a way of cutting through the clutter," Mr. Kelmenson said. "There's a clear organizational structure that makes sense -- who runs the division, who runs the platoon."


The top management team brings in expertise from a variety of levels, he noted, representing North America, international, creative, financial and client leadership.

The newly tapped vice chairmen will work closely with Mr. Kelmenson and Vice Chairman-Chief Creative Officer Jay Schulberg to bring together "creative and management as partners" Mr. Kelmenson said.

Mr. Kelmenson said the changes also will help foster internal communications.

"In effect, I can walk down my hall and talk to five guys who control every operation," Mr. Kelmenson said, adding, "We're trying to make it as simple as possible."

Bozell, which has an estimated 115 offices in more than 50 countries, had 1998

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