NEWS: BBH names four creative bosses

Bartle Bogle Hegarty has rejigged its creative department, appointing two more creative directors as part of a shake-up which coincides with the agency’s move into new offices.

Bartle Bogle Hegarty has rejigged its creative department, appointing

two more creative directors as part of a shake-up which coincides with

the agency’s move into new offices.



The changes, confirmed this week, are designed to maintain creative

standards and to give the agency’s chairman and creative director, John

Hegarty, more time to concentrate on selected clients and the agency’s

international business.



The art director, Graham Watson, and the copywriter, Bruce Crouch, are

to become creative directors at the agency alongside Dennis Lewis and

Steve Hooper, who were appointed joint creative directors in December

1993. Watson and Crouch continue as a creative team, while Hooper and

Lewis have split.



Hegarty, who will continue to oversee the department’s output, explained

that the move will give him the freedom to travel more widely while

continuing to work on his key accounts - Mercury One-2-One, Levi’s and

Audi. He said: ‘We’re a big company, and we have to structure ourselves

accordingly.’



Hegarty’s immediate priority is to find a creative director for the

agency’s Asia office, the location of which is to be confirmed next

week. He said: ‘I’m going to be in Asia in July talking to potential

creative directors. We want someone with experience in the region.’



Hegarty also confirmed that BBH is considering opening an office in the

US, although not immediately. ‘We are in line to do something in the

US,’ he said.



Watson, who previously worked with Hegarty at TBWA, is a founder partner

of BBH and a board director. He was also head of art at BBH, a task that

will now be handled jointly by the creative directors.



Crouch joined BBH in 1989 from FCO to partner Watson. Crouch has worked

on Levi’s and Audi and the pair’s joint credits include the current

Boddingtons ‘whipped cream’ spot, a series of press ads for Murphy’s

featuring photo-montage illustrations and the Murphy’s Irish Stout TV

campaign for the UK - for which they secured the return of the star

director, Alan Parker, to commercials after a ten-year absence.



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