Jim Patterson is leaving Grey Advertising, after 25 years as the agency’s media director, to take over as president and ceo of the Television Bureau of Canada, the television industry’s marketing association.

Patterson joins tvb Feb. 1, replacing Cam Fellman, who stepped down earlier this year after 13 years in the position.

George Gonzo, executive vice-president of cfcn-tv in Calgary and chairman of the tvb board, says Patterson is well-equipped to take the Bureau into the future and, because of his experience, has an understanding of all of the organization’s stakeholders – the television industry, advertisers and agencies.

Gonzo says tvb is committed to be the No. 1 electronic resource centre in Canada and one of Patterson’s first challenges will be the roll-out of On-line Consultant, tvb’s dedicated on-line database.

Patterson began his 30-year career in 1965 in the media department of Young & Rubicam and moved on to Ogilvy & Mather for four years before joining Grey.

Well-known in the industry, he has served on the boards of the Canadian Media Directors’ Council, PMB Print Measurement Bureau, the Broadcast Executives Society and is currently on bbm’s tv executive committee.