McHale Opts Out, Latest To Leave Publicis Media Unit

Mike McHale, one of the masterminds behind the buzz-heavy BMW Films media campaign, is the latest top executive to leave Publicis' Optimedia.

McHale, 40, has launched his own consulting shop, Cleverworks, after departing the agency before the new year.

McHale, who was senior vice president-group media director, had been at Optimedia for six years, and oversaw both the BMW and British Airways accounts.

Optimedia lost the $160 million BMW account last month to Austin, TX-based GSD&M.

Other executives who have left the agency recently include national broadcast buying head Bob Flood, who joined MTV Networks; Bob Lilley, head of new business; and Steve Facini, account director on BMW.

Last week, Optimedia named Larry Novenstern to succeed Flood as head of its electronic media unit. He had been senior vice president-director of national broadcast buying at Interpublic's Deutsch Inc.

Under McHale, the BMW Films media plan won a Cannes award in 2002. He joined Optimedia to work on British Airways from Warren Kremer Paino.



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