Ad agency executive Bill Croasdale, formerly president, national television, at Western Intl. Media, will move into a new corporate position, the office of the president, and Tim Spengler has been named senior VP/general manager, national television, at the company.
Over the years, Croasdale has built a reputation as a knowledgeable negotiator in buying broadcast and cable network ad time for Western’s clients. Croasdale is also known for establishing relationships with TV program creators, which is somewhat unusual for media buying executives.
Croasdale will now advise Michael E. Kassan, Western’s president and CEO, on the company’s overall media operations. He will move out of the day-to-day running of the division he built and hand the baton to Spengler, 34.
“I’m still going to be available for advice and counsel,” said Croasdale. “But while I sat in on the upfront negotiations this year, Tim did all of the negotiating, and it was a seamless transition. And after 30 years, I want to try something different.”
Spengler joined Western as VP, associate director, national broadcast division, in 1993. Before that, he held buying posts at Lowe & Partners and N.W. Ayer, both in New York.
The Los Angeles-based Western has billings in excess of $5 billion and more than 40 offices in North America, Europe and Asia.