Pepsi Strategic Lead Clyde McKendrick Exits TBWA\Chiat\Day to Head Up Planning for WDCW

By Wdcw, PRNE
Monday, May 23, 2011

LOS ANGELES, May 24, 2011 -

Ad agency WDCW ( (formerly Wongdoody) announced today
the hiring of Clyde McKendrick as Executive Strategy Director, based in the
agency's Los Angeles office.


McKendrick, who relocated to the U.S. from Britain last year, was
formerly Group Planning Director for Pepsi at TBWA\Chiat\Day in L.A. While
there, he led the strategy for Diet Pepsi and the 'Skinny' can, including the
highly successful new Sofia Vergara/ David Beckham campaign. He developed the
2011 plans for the Pepsi Refresh Project and has been instrumental in brand
strategy for the overall trademark planning by bringing cultural marketing
expertise to business.

Prior to this, he founded The Open Consultancy in London, a lifestyle
brand communications agency whose clients included Coca-Cola, VW, Red Bull,
Diesel, Bombay Sapphire and Bacardi.

He also created and is editor of MILK (, a
cultural insight consultancy focused on youth and young adult consumers,
providing progressive lifestyle brands innovations based on social influence
and cultural strategy. Projects for MILK included the brand positioning and
launch strategy for Stella Artois Black in the UK, the market leading premium
beer owned by InBev. Through MILK's magazine, blog and twitter
(@clydemckendrick) McKendrick shares thought leading perspectives on culture
and strategic theory with a global network.

Ben Wiener, CEO at WDCW, said, "We're all thrilled to have Clyde join us
at this exciting stage of our agency evolution. He brings an intuitive sense
for building brands which is crucial to our vision of being an agency at the
forefront of cultural innovation."

"I had an instant connection with Ben and Creative Director Court
Crandall," added McKendrick. "We have the same shared ideals to build the
'cultural capital' of brands which is at the heart of what WDCW stands for. I
look forward to producing great work for both our existing and future clients
and being a part of the new WDCW team."


The WDCW (formerly Wongdoody) family of companies includes Wong, Doody,
Crandall, Wiener (, a full-service marketing-ideas agency,
and United Future ( a provider of
marketing-critical Web and technology applications. From offices in Los
and Seattle, WDCW builds cultural capital and provides strategic,
creative and analytic services to such clients as Alaska Airlines, ESPN,
Holland America Line, Microsoft, T-Mobile, and Western Digital.

Frank Simonelli, +1-310-496-9079, fsimonelli at

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