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Break-up of odd couple that kept AMV BBDO on top

The decision of Farah Ramzan Golant, executive chairman of Abbott Mead Vickers BBDO, to leave the agency and become chief executive of independent production group All3Media, brings to an end one of the most remarkable partnerships in recent UK advertising.

Ramzan Golant was part of a managerial duumvirate, latterly triumvirate, that has made AMV BBDO indisputable queen of the Nielsen UK Agencies League Table years after all the partners who created the agency’s original winning formula had departed the scene.

That in itself is a remarkable feat. One that the second generation of management at BBH has yet to prove it can pull off. Highly creative agencies rarely make a successful transition to second-generation maturity within a more corporate, international culture. Boase Massimi Pollitt tried it, as part of DDB, but arguably AMV has been a lot more successful. The credit for that achievement – and the collegiate leadership style that has effected it – must in some measure go to former group chairman Michael Baulk – the surprisingly self-effacing showman who was the agency’s fourth partner in all but name.

Baulk was the watchmaker. He set up the action and left. Two women have proved themselves the jewels in the works: Cilla Snowball and Ramzan Golant. Snowball was originally the agency chief executive but after a bit of a wobble and top management reshuffle in 2005, Ramzan Golant was brought in as agency CEO and Snowball moved up to the group chairman and CEO role formerly occupied by Baulk.

The ensuing partnership has been unique in itself: two women at the summit of the top UK advertising agency. But by all accounts, extra piquancy has been added by the, at times, difficult relationship between them. They are very unalike. Ramzan Golant is fiercely bright, an aggressive go-getter. Snowball has the emollient people skills that keep clients and staff on side.

If rumour is true, the ever-ambitious Ramzan Golant at one time aspired to follow in (another one of Baulk’s protégés) Andrew Robertson’s footsteps as chief executive of the BBDO network’s premier US agency. Clearly she has readjusted her sights.

Like Baulk’s manoeuvrings behind the scenes nearly a decade ago, there is a strong hint of managed succession about Ramzan Golant’s decision to step down. For some time, Ian Pearman has been understudying her role. Pearman was brought in as agency managing director in 2008 and early last year moved up to CEO. Which left Ramzan Golant in the surely impermanent role of agency executive chairman. Pearman now takes on that role as well. He has already made a series of changes to the senior AMV management team, including the promotion of Richard Arscott, head of account management, to managing director.

Ramzan Golant leaves AMV in October after 22 years at the agency and starts at All3Media, which has made such TV hits such as Peep Show and Midsomer Murders, the following month.

Update 3/8/12

The other shoe drops. AMV has hired three industry stalwarts to add extra fibre to the new management team headed by Ian Pearman. Most interesting is Michael Pring, who only three months ago quit Dare to become international managing partner of Leagas Delaney. Joining him as managing partners in the new set-up are Tom Vick – once of Duck Finn Grubb Waters, more recently joint managing director of JWT London – who has been “resting” at headhunter The Lighthouse Company; and Clive Tanqueray, who was client services director of Sapient Nitro. Both Tanqueray and Pring had long, previous, experience of working at AMV. Interestingly, the three new members of the senior team report to Pearman directly rather than to new managing director Arscott. Their rapid appointment following Ramzan Golant’s announcement of her departure reinforces the notion of engineered management change.

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abbott mead vickers bbdo all3media Andrew Robertson bbdo boase massimi pollitt Cilla Snowball ddb Farah Ramzan Golant Ian Pearman Michael Baulk Ricahard Arscott

About Stuart Smith

Stuart Smith is one of the most incisive and knowledgeable commentators on global marketing. He was a long-time editor of Marketing Week during the period when it was the UK's leading marketing, media and advertising specialist publication. Visit Stuart Smith Blog.
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