BMP has poached the agency's executive creative director to take on the newly created role of European creative director, as the DDB network seeks to build its profile as a pan-European network.
At BMP, Awdry will be responsible for the Unilever business and Nestlé Purina Petcare. The agency displaced McCann-Erickson last year for control of all non-Purina brands across Europe.
Ross Barr, the BMP joint chief executive, said Awdry will also be responsible for mentoring creative teams in other DDB offices and working on European pitches.
Awdry, expected to start in his new role at the end of March, will report to the creative directors, Ewan Paterson and Jeremy Craigen, when his role directly affects the UK. On Europe-wide matters he'll report to Michael Bray, the president of DDB Europe.
Nigel Long, the chief executive of Partners BDDH, said his agency was seeking an external candidate for the job vacancy and was "very close" to making an appointment.
"We agreed with Will late last year the need for transition to a new leadership style," Long said. "Our creative product has been under scrutiny and we have been in discussions for some months as to how to address that."
Awdry was previously a creative director at Bartle Bogle Hegarty from 1998 until May 2001.
His appointment further affirms the strategic shift to London of the control of the DDB Europe network, following the appointment of the London-based Bray in November.
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