Paul Matheson joins BBDO North America as EVP, director of behavioural planning

He was most recently regional planning director for Ogilvy & Mather in Asia-Pacific following six years with the agency in various regional planning and management roles. He also served on its executive committee, which ultimately shaped the course of Ogilvy & Mather throughout Asia.
 
Matheson will oversee planning for BBDO’s New York agency, and to help inspire creative work that drives change in consumer behaviour.  He will work in partnership with Nick Bartle, currently director of behavioural planning for BBDO San Francisco and BBDO North America, and report to David Lubars, chairman and chief creative officer, and Troy Ruhanen, deputy chairman, North America.  
 
“Paul brings a global business perspective gained through his experiences in the US, Europe and Asia that will prove to be invaluable to our US based global clients,” said Ruhanen.  

“He’s steeped in all aspects of a client’s business, from the hard end data to traditional, digital media and channel planning. Together with Nick, we are confident Paul will help BBDO North America become recognised as one of the best agencies for creative planning in the world,” he added.
 
“I am a huge supporter of the idea that the job of creative work is to change consumer behaviour,” said Matheson. “Nothing else will do; if we don’t create sales and prove that our work works, what are we doing? The creative capabilities of BBDO, combined with its recent explosion into the digital space, present opportunities for driving behaviour change that are unmatched at any other agency.”