The World: Los Angeles - BBH's William Gelner to head 180 LA office

William Gelner, a group creative director at Bartle Bogle Hegarty in New York, is leaving to take creative command at 180 LA, the Amsterdam-based agency's newly opened West Coast office.

Gelner has helped make Unilever's Axe deodorant one of the most successful brands in the US; he recently assumed global creative responsibility for it.

Chris Mendola, the 180 founding partner, described Gelner as "relentless in his pursuit and championing of media agnostic ideas".

He added: "William is absolutely the right guy to bring the 180 model of big brand ideas that travel across media and cultural boundaries to North America."

Gelner hailed the opportunity of moving to Los Angles, "where the worlds of advertising, entertainment and content are colliding and merging".