TBWA\C\D Realigns Senior Creative Group in S.F.

TBWA\Chiat\Day here has continued its transition to a streamlined shop primarily serving Adidas by solidifying its senior creative team, sources said.

Among those joining North American creative director Chuck McBride as leaders in the shop will be creative directors Todd Grant, Eric King and Jeff Labbe, sources said. Though not a radical departure from pre vious staffing, there have been questions about senior creative personnel after a large number of layoffs and the departure of well-regarded creative director Rob Smiley, who moved to New York.

Grant, King and Labbe “all helped with Adidas, so it helped them stay on,” one source said. “Plus, they’ve all done great work before. The name guys at the shop will be those three and Chuck.”

Sources said McBride will continue to be the go-to guy on creative projects, operating like the “hub of a wheel” and partnering with different creatives depending on projects.

TBWA\C\D representative Jeremy Miller said the formal management structure has not been finalized, but added that a decision will be made within two weeks.

“Nothing is figured out right now,” he said. “That is being decided as we speak.”

Meantime, sources said McBride will assume a larger leadership role, in addition to his creative chores.

“He’s going to have to run it like he was the president of the office if it’s going to survive,” a source said. “He’ll probably have more responsibility for the bottom line. He’s always been responsible for the creative bottom line, and now he will be responsible for the financial as well.”

McBride could not be reached for comment.

The layoffs and streamlining follow the loss of the $60 million Levi’s account to Bartle Bogle Hegarty, New York. TBWA\C\D opted to stay open in San Francisco, but only after firing some 50 staffers. Office president Carisa Bianchi was transferred to Playa del Rey, Calif., where she becomes managing partner.

TBWA\C\D, San Francisco, also works with Starz!, Callaway Golf and the Wine Market Council.