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On the cutting edge BBDO Worldwide, the advertising firm responsible for the "Pepsi Generation" ads, has won major clients such as Pepsi, Apple, Fed Ex, Pizza Hut, and General Electric by quickly exploiting the latest innovations in the media. Over the past century, BBDO's prescience in jumping into the realms of radio, television, and most recently, the Internet, has kept the firm at the top of the advertising game. The climb to the top In 1919, advertising luminaries Bruce Barton, Roy Durstine, and Alex Osborne set up shop in New York as BDO. For several years, the firm shared some office space with a company founded by George Batten, another ad industry pioneer who opened his venture in 1891. The two firms joined forces in 1928. In the years that followed, BBDO has not only been responsible for shaping the images of industry leaders like General Motors and GE (BBDO played a part in the naming of both corporate giants), but it has also helped several upstart companies rise to the top of their fields. In 1986, BBDO teamed up with the Doyle Dane Bernbach Group (DDB) and Needham Worldwide under the protective umbrella of the Omnicom Group. Bringing home the trophy The loss of high-profile accounts in 1997, including those with Apple Computer, AT&T, and Delta Air Lines (a client of 51 years), were balanced with some serious wins. These included a $60 million account with Texaco, a $23 millions deal with Sprint Canada Inc., media buying duties for Metro Goldwyn Mayer, and creative work for Campbell's Soup. The company's advertising efforts for Campbell Soup, however, failed to turn around that company's poor sales. BBDO has amassed universal acclaim for its work, however. In 1998, the agency's network won the most honors at the Clio Awards (a total of 38, bettering the 21 honors it tallied the previous year). The trend continued in 1999 when BBDO brought home three Gold Edison awards, one O'Toole Creative Award, and 10 awards from the London International Advertising Awards Festival. Becoming the best in the West BBDO Worldwide announced that it would be concentrating on expanding its office in San Francisco, California in 1999 by hiring at least 10 more employees. BBDO hopes to eventually hold the reputation as the best ad agency on the West Coast, while remaining competitive on a national level. To achieve this goal, the company reorganized its executives in 1999 by appointing a new vice president and chief creative officer. BBDO also won the support of the Gillette Corporation, which agreed to consolidate its media account with the advertising agency. Becoming the best in the world True to its name, BBDO Worldwide has focused on its international presence as well. Beginning in February 1999, the company formed strategic alliances with agencies in numerous countries, including Poland, Italy, Israel, and South Africa.
BBDO accepts resumes at its New York headquarters by regular mail and fax; BBDO's branch offices handle their own hiring -- our sources say they depend heavily on referrals and recruiters. The company does advertise openings, but you can send a resume and cover letter to the HR department of the office you'd like to work in. Employees say "there's always turnover," and HR will usually keep your resume on file for a while. "We prefer people who have had experience in the business, at least in an internship," one insider says, "but it really depends on the position." If you prove yourself in an entry level or administrative assistant position, "there's plenty of opportunity for growth and advancement." Positions may currently be available in the San Francisco area due to the company's expansion along the West Coast.
Dress casual but be creative Though BBDO is "very established" in the industry, employees say the company ethos remains "very young." Employees appreciate BBDO's "emphasis on creativity," and the fact that "most rules at the company are pretty lax." One employee says: "There is a dress code, but no one follows it." It's de rigeur in any agency that "creatives are pretty casual, and media types are more dressed up." Camaraderie pervades "It's not a sweatshop," say employees, but often "the workday can get long without warning." Officially, you're expected to work 37.5 hours per week, but that is really never the case. Employees feel that they are compensated for the occasional periods of stress because "we become best of friends when under deadline." Late-night trips to movie theaters are "common for stressed out employees." Employees commend a management that "is very hands-on and they keep their eyes open for us." They also appreciate the extensive training given to advertising rookies. However, BBDO's salaries and benefits are "not more than average."
Human Resources
Interactive;Print & Outdoor;Radio;Television
DMB&B;Publicis;TMP Worldwide;Foote, Cone Belding More Company Profiles For more career information, go to Vault.com ©2000, Vault.com Inc
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