Andrew Robertson, BBDO Worldwide president-CEO, and David Lubars, North American chairman-chief creative officer, are still spinning the most compelling new-business story in the ad game. In the year after New York-based BBDO turned in a record performance that won it Agency of the Year honors, it reeled in billings from Dell, Target Stores and Sony, even as accounts including DirectTV and Mars' Snickers exited and AOL shriveled up.
To fulfill its heavily PR-ed promise of transformation, Omnicom Group-owned BBDO needs to continue to improve a creative portfolio and keep watch over a base of older, conservative clients that may become unsettled in all the agency's new-model talk.
General Electric Co.'s "One Second Theater" was a noble attempt to get people to use their DVRs' pause buttons on commercials rather than fast-forward through them. BBDO's 2006 successes ensured it remains the most compelling proof that there's a future for Madison Avenue's biggest and oldest players.