Ogilvy reshuffles IBM account

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Ogilvy & Mather Worldwide, New York, gave Steve Hayden, president-IBM worldwide brand services, the additional title of chief creative officer on IBM Corp.'s $700 million account. For the first time since he joined Ogilvy in 1994, Mr. Hayden will be responsible for IBM creative. Mr. Hayden, a veteran creative executive on Apple Computer's account at BBDO Worldwide and Chiat/Day, until now has had a mainly administrative job at Ogilvy.

Before getting the new assignment, though, Mr. Hayden oversaw creative on his first IBM campaign, on TV now and focusing on IBM's Internet business solutions.

Meanwhile, Bill Hamilton, who has led creative on IBM since Ogilvy won the account in 1994, is moving off the account. Mr. Hamilton remains exec VP-creative head of Ogilvy's New York office, a title he shares with Rick Boyko.

As part of the shuffle, Ogilvy is bringing in Brian Fetherstonhaugh to the new post of general manager-chief operating officer on the IBM account, reporting to Mr. Hayden. Mr. Fetherstonhaugh, a 13-year O&M veteran who most recently has been president of O&M, Toronto, will work on integrating O&M services for IBM and on account service duties.

Copyright April 1997, Crain Communications Inc.

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