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BBDO West | Agency Profile, Contacts, AOR, Client Relationships

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Main Telephone (415) 808-6200
Main Fax (415) 808-6221
Primary Address
600 California Street
Eighth Floor
San Francisco, CA 94109

BBDO West Contacts

Contacts (5/37)
Name Title State
Jim L. President & Chief Executive Officer CA
Sample of Associated Brands
Email: *****@*******.***
Main Phone: (415) 808-6200
Direct Phone: *** **** ***   ext: ****
Direct Fax: *** **** ***
Assistant Name: ** **** ***
Assistant Phone: *** **** ***
Address: 600 California Street
Eighth Floor
San Francisco, CA

Matt M. Chief Creative Officer CA
Evyn Z. Executive Vice President & Group Account Director CA
Carter N. Executive Vice President & Worldwide Business Director CA
Linda D. Senior Vice President, Finance & Human Resources CA

Client Relationships

Brand Service From To Media Spend
****** creative, digital 2015 present *******
******** **** & ****** Creative 2003 present *****
***** creative 2011 present ********
*. & *. ***** ****** creative 2003 present *******
******-***** Creative 2017 present *******

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Holiday Media Opps: Mattel reviewing US media account, partners with Tongal for new content

Subject: digital, TV, broadcast, social media, online video, content marketing

Company: Mattel

Opportunity: Mattel's content production division, Mattel Creative, has tapped Tongal to create original content for its brands. Current plans are for Tongal to develop new series and intellectual property, such as video specials and YouTube series. Tongal will also create marketing campaigns, which will include TV ads. Up first? A behind-the-scenes special on American Girl Melody that will air on Amazon Prime in November.

Tongal has been working with Mattel in some capacity since it was founded in 2009 and has created content for 10 of the toy giant's brands. Work includes the recent Hot Wheels video series that resulted in over 4 million YouTube views. While the brands the agency will create work for was not specified, it's likely that Tongal will focus on Mattel's top brands, such as American Girl, Hot Wheels and Thomas & Friends. No word, however, whether Barbie is on the list.

According to Mattel, Starcom, LA (media planning since 2003).

Sellers - as with any new marketing partnership, look for revenue tied to new campaigns. As with most toy companies, Mattel must strike a balance between marketing to parents and children, so those who can cast a wide, but high ROI, net should reach out out for dollars as we head into the crucial holiday season. 

Agency readers - this new partnership could signal that Mattel is open to new, innovative ideas when it comes to marketing. Mattel's partnership with Tongal is currently set for two years, so its also possible that the opportunity here is more for the long-term.

Additional Information & Media Spend:
Spend data is provided by: Kantar Media (overall measured media);Pathmatics (desktop, mobile & online video)

In 2015, iSpot reports that AG spent $7.5 million on national TV ads. This is a 36.3% increase from 2014, when $5.5 million was spent. See charts for 2015 channel/show targeting. AG has not run any national TV ads this year, but sellers should note that the company's TV buys usually come in Q4.

So far this year, AG has spent $644,000 on desktop ads (191.2 million impressions). Most of these ads - 88% - were placed through MediaMath, while 5% were placed site direct and 3% through Google AdX + AdSense. Top destinations included, and AG has also spent $315,000 on online video ads this year (21.2 million impressions) and $145,000 on mobile ads (67 million impressions).

Recent News: Remember, agency readers, that AG named a new president (who is a former CMO) and a new marketing VP earlier this year, so the account could be more vulnerable than others (more here). AG also recently announced that many of its product lines, which used to be available only online or through its few specialty shops and catalogs, would now be available at Toys R Us.  While other big box retailers carry some of AG's lines, Toys R Us will be the first retailer to feature a "shop-within-a-store" for AG.


Desktop display spend for 2016 is $16,000 (1.3 million impressions). Given the content-driven nature of marketing to children, it should come as no surprise that nearly three times this was spent on online video ads this year ($43,000; 3 million impressions). Most of the video ads were placed through Google AdX + AdSense (94%). HW has also spent $4,200 on mobile ads this year (500,000 impressions).

Hot Wheels and Barbie named Golin as PR AOR last March (more here).

Thomas & Friends: For 2016 thus far, T&F has spent $3.3 million to air three national TV spot, two of which debuted within the last two months (the third ran at the beginning of March). T&F spend currently accounts for 15% of Fisher-Price's total 2016 TV spend ($22.1 million). 

Unlike American Girl, Barbie and Hot Wheels, T&F's digital spend is almost non-existent (less than $100). This is likely because T&F's target demographic is younger than the other brands and includes children who are really too young to run across content online. However, to reach parents more efficiently, T&F could change this strategy in the next year. 

Keep in mind, as well, that Mattel execs mentioned earlier this year that the company would increase marketing spend for Thomas & Friends (more here).

333 Continental Blvd.
El Segundo, CA 90245
(310) 252-2000

Julia Prohaska
Vice President, Global Marketing - American Girl
(608) 836-4848 ext. 4338 (direct dial)

Lisa McKnight 
Senior Vice President & General Manager - Barbie (leads global strategy, marketing & design)
Direct Dial: (310) 252-2195

Jason Horowitz
Vice President, Marketing - Hot Wheels
(310) 252-2000

Nitya Madhavan
Vice President, Marketing - Fisher-Price Brands (incl. Thomas & Friends)
(310) 252-6131 (direct dial)