Head of Creative Section to Lead BBDO on West Coast

He created one of the most talked-about TV commercials of the 1980s--a futuristic look at the year 1984 for client Apple Computer. And today, Steve Hayden is expected to be named chairman of the two West Coast offices of the giant advertising agency BBDO Worldwide.

It is a newly created position at the agency.

The move seems to be part of a growing trend toward boosting the status--and titles--of top creative executives at West Coast agencies. In February, just months after Lee Kovel joined HDM Los Angeles as creative director, his title was boosted to that of chairman. In order to keep top creative talent happy, other agencies are expected soon to make similar moves.

“It’s a validation of something that is already so,” said Hayden, 43. “The agency is being run as a partnership,” he said, in reference to the tandem that also includes Gene Cameron, who was named president and chief executive of the West Coast offices in 1988.

Concurs Cameron, “It affirms his role in BBDO’s growth in Los Angeles and San Francisco.”

During the past 18 months, the firm has seen its billings expand 60% as it took on new accounts, including Pacific Bell Information Services and Pioneer Electronics.

Hayden may be best known for creating the rather bizarre Apple Computer commercial that was broadcast during the 1984 Super Bowl. The $1-million spot, which aired only once, featured an Orwellian look at how the year 1984 was supposed to be fraught with dictators and the presense of a “Big Brother” figure. In the ad, Big Brother is destroyed by a brave female athlete.

Hayden created that ad while at Chiat/Day/Mojo and in 1986 joined BBDO as executive vice president. He was named chief creative officer in 1988 and retains that title.

“I suppose Gene (Cameron) is the practical leader,” Hayden said. “And I’m the impractical one.”