In his new role, Bruce, 45, will continue to partner David Lubars, BBDO's North American creative chief, in overseeing the New York office's entire creative output.
Bruce joined BBDO in 1986 as a copywriter on the Dodge business in Detroit. He later worked on Pepsi and, in 1993, helped launch the iconic "Do the Dew" advertising for Pepsi's Mountain Dew brand. He also created the Sierra Mist "shockingly refreshing" campaign.
"Bill has been a great partner in helping extend our creative palate," Lubars said. "This promotion is a recognition of his outstanding talent and leadership."