Peter Stringham has taken over as president and chief executive officer of Canada’s largest full-service agency, McKim Baker Lovick/BBDO, spearheading a restructuring that brings clients closer to senior management.

Stringham succeeds Jim Anderson, who stays on as chairman and advisor.

Anderson

Anderson joined McKim Advertising in 1964 and became president in 1979.

When McKim and Baker Lovick/BBDO merged in January 1992, Anderson was named chairman and ceo. Stringham, president of Baker Lovick, became president.

Coinciding with Stringham taking the helm, the agency has restructured into four specialized units, each headed by a managing director.

The units have been designed to be more than just account groups.

Stringham says managing directors operate as mini-agency presidents, calling on creative and media resources, and ultimately being responsible for the growth and profitability of the clients’ business.

Len Meadwell heads up the group specializing in service accounts; Howard Breen, the packaged goods unit; Susan Lenard, the group handling Bell Canada; and Mike Fyshe heads up the Chrysler Canada business unit.

Too many layers

Stringham says he found the traditional agency structure put too many layers between his office and the client.

McKim Baker Lovick/BBDO has 400 employees and reports annual billings of $350 million.

Since the merger last year, the agency has lost about $40 million in business.

At the moment, the $5-million Tele-Direct Publications account is under review after 16 years with McKim.

And recently, the $10-million Sears Canada media assignment went to Prism Communications of Toronto.

mbl/bbdo could recoup its losses in one win.

It is one of the agencies in the running for the $50-million media consolidation now under consideration by the Canadian divisions of PepsiCo.

The four companies involved are mbl/bbdo client Hostess Frito-Lay, Pizza Hut, Kentucky Fried Chicken and Pepsi-Cola Beverages.