Mordos moves up at BBDO to take administrative reins

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Jeff mordos is a man on the move.

When the new chief operating officer isn't overseeing the administrative and financial operations of BBDO's New York office, he's running marathons. In fact, the 42-year-old just completed his eighth race.

Being a man in motion fits Mr. Mordos' nature, according to colleagues and business associates, who rave about his upbeat personality and ability to multitask.

"He's extraordinarily fair, thorough, analytical . . . and has a very quick wit," said Bill Katz, BBDO New York co-CEO, who relinquished his chief operating officer duties to Mr. Mordos at the end of January.


In his new chief operating officer role, Mr. Mordos said he'll be involved in both "short-range projects and long-term strategies," such as account profit planning, development of human resources and evaluating investment opportunities for BBDO.

He deemed the transition to the new post "easy."

"One of my strengths is knowing this place and all the people," the 16-year BBDO veteran said. "I have longstanding relationships based on trust and familiarity."

In addition to his new duties, Mr. Mordos will continue to oversee select BBDO accounts, including Pepsi-Cola Co. and Major League Baseball's New York Yankees.

"He's a consummate pro," said Dawn Hudson, senior VP-strategy and marketing, Pepsi-Cola North America. "His style is sincere; he's very comfortable to be around."

Mr. Mordos earned an undergraduate degree from the State University of New York at Stony Brook in psychology, then decided to pursue a career in business.

"I realized I was more interested in commerce than healing," he said. So the New York native headed to graduate school at California State University, Sacramento. There, he concentrated on marketing courses and discovered "advertising was by far the most interesting."

After receiving his MBA, Mr. Mordos turned down job offers from Clorox Co. and Grey Advertising to take a post at Compton Advertising, New York, where he worked on the agency's Procter & Gamble Co. account. "I hated it," Mr. Mordos said of that experience, because of the agency's "sterile nature" and "boot camp" handling of younger employees.

He stuck it out for a year, then went to Marschalk Co., New York, for an account supervisor post. At Marschalk, he got his first chance to oversee a beverage account while working on Coca-Cola Co.'s Five Alive and Minute Maid brands.


In 1994, a Marschalk colleague landed a job at BBDO and offered Mr. Mordos the chance to join him on the Pepsi account. Mr. Mordos said he couldn't refuse.

And while he deals with a wide range of Pepsi account duties -- which include regularly interacting with celebrities such as Cindy Crawford and Magic Johnson -- Ms. Hudson said it's Mr. Mordos' appeal as a "regular person" that helps him stay in sync with Pepsi executives and the company's consumers.

"He lives his life," she said, pointing out that when Mr. Mordos is not at work or training for marathons, he often can be found coaching his children's sporting events.

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