Broadbent takes on Bates UK role

Toby Hoare, Bates UK’s new group chief executive, has raided his former agency to recruit Tim Broadbent as his executive planning director.

Toby Hoare, Bates UK’s new group chief executive, has raided his

former agency to recruit Tim Broadbent as his executive planning

director.



Broadbent, planning chief of Young & Rubicam at the time of its merger

with Rainey Kelly Campbell Roalfe last year, will work alongside Hoare

and Andrew Cracknell, executive creative director, in the Bates senior

management team.



As Hoare’s first major hiring since moving from Y&R to Bates at the end

of last year, Broadbent succeeds John Ward, the vice-chairman, who is

quitting at Easter to concentrate on consultancy work and writing.



Broadbent will work closely with the major Bates clients, including the

Royal Mail, the Halifax and the Kingfisher group, as well as on new

business.



Day-to-day running of the 11-strong planning department will remain with

its director, Raoul de la Bedoyere.



Broadbent, who left the merged agency last month, had been strongly

tipped to follow his former boss into Bates. But Hoare said the two had

not talked about a job until after Ward declared his intention to leave.

And he insisted: ’I’m not trying to re-create Y&R here.’



Hoare, whose brief is to re-energise Bates after a period of management

upheaval and poor new-business success, said Broadbent’s hiring was part

of efforts to have its strategic thinking match the demands of its major

blue-chip clients.



’I hope Tim’s arrival will be seen as a signal that we want be taken

seriously as a planning agency,’ he added. ’He’ll also help us wind up

our new-business drive. This is a much better agency than the market

thinks it is.’



Broadbent, whose agency career spans BMP DDB, FCB, Saatchi & Saatchi and

WCRS, ended a six-year spell at Y&R after rejecting a job in New

York.



He said: ’I spoke to lots of people but Bates gives me the chance to

work with some of the UK’s biggest advertisers. Toby and Andrew will be

a very good combination and I believe the agency has now put its

troubles behind it.’



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