Kevin Astle has parted with Generatorideaworks (formerly The Gaylord Group) after nine years as its president and CEO. Philosophical differences between Astle and BBDO Canada, which bought the promotional marketing company last year, are cited for the split. The differences, according to both sides, stem from Astle’s desire to take Generatorideaworks into the U.S., a strategy not supported by BBDO.

Rather than naming a replacement for Astle, who remains a shareholder of Generatorideaworks, the company will be run by a management committee that includes the agency’s general manager Marty Goldberg.

Astle was recently named president of international industry organization the Association of Promotion Marketing Agencies Worldwide.