Herd, currently the group director of WCRS e-brands, fills the slot at
Bates that has been vacant since the group chief executive, Toby Hoare,
carried out a major management reorganisation last September. This
resulted in a flurry of resignations, including the executive creative
director and managing director of 141 Communications.
At the same time John Stubbings, one of Bates' longest-serving senior
executives, was shifted to run the agency's below-the-line
Herd will report directly to Hoare and will work alongside the
management team of executive creative director, Andrew Cracknell, and
Tim Broadbent, the executive planning director.
Hoare said: "Chris is a bright, intelligent and modern communications
guy who understands new media. With his background and training at WCRS, Chris is well-placed to come in to Bates UK in this vital role."
Herd joined WCRS in 1990 as a graduate trainee and was named a Campaign "Face to Watch" in 1995. This was based on his success as an account director on the BMW and Sharwoods accounts.
Herd quit WCRS in 1995, just after the departure of the chief executive,
Andrew Robertson, and the managing director, Amanda Walsh, to join
But WCRS managed to lure Herd back in 1997 with the promise of the group account director post on Land Rover and the added responsibility of running its UK and global advertising.
When the agency launched e-brands, a division dedicated to dotcom
brands, in February 2000, Herd was appointed as its head.
Speaking about his move, Herd said: "Having spent so long at WCRS, I'm going to miss it a lot. But everyone I've met so far at Bates has really impressed me and I know I'm going to enjoy the challenge."
Bates is on a recruitment drive following a raft of major wins this
year, including the £50 million BSkyB account and £10
million worth of Wella advertising.