Bruce will partner David Lubars, the chairman and chief creative officer of BBDO North America. The pair will be responsible for overseeing all of the agency's creative output.
Bruce joined BBDO as a copywriter in 1986 and has worked on clients including Pepsi, Mountain Dew and Dodge.
Lubars said: "With our increasing client roster, I need a partner to share extra responsibilities with. Bill will work with me to keep driving BBDO towards its goal of being the best creative agency in New York and beyond."