Rebecca Van Dyck’s new job as CMO at Levi’s leads to a shake-up at Y&R in California

Former Apple marketer Rebecca Van Dyck has landed at Levi’s as CMO and so Doug Sweeny (pictured), former VP-global marketing at the jeans company (am I the only person who finds these titles confusing?) is on his way, to team up once more with creative Joe Kayser to run Young & Rubicam’s West coast operation in San Francisco and Irvine.

Kayser and Sweeny used to run TBWA Chiat Day’s Adidas business from San Francisco before Sweeny joined Levi’s.

Well WPP-owned Y&R could do with a bit of a lift after losing a number of accounts and key personnel from its New York office recently.

Sweeny says he wanted to return to agencies and the opportunity to work with Kayser was too good to miss. Outsiders might think the arrival of the formidable Ms Van Dyck (pictured) was a factor.

Y&R has never been much of a player on the West Coast, as North America President Tom Sebok admits. If Sweeny and Kayser can form a strong creatively-led partnership that would be very good for Y&R and WPP generally, which seems to find it difficult to instal creative people, or a creative approach, at the hub of its agencies.

Somehow or other I doubt that Levi’s will be vacating Wieden+Kennedy for Y&R San Francisco just yet.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.