NEW YORK — Ogilvy PR has restructured its Western region, making Dan La Russo managing director of its San Francisco and Denver offices.

Before this, the firm operated Ogilvy West that housed Sacramento, San Francisco, Los Angeles and Denver under a single P&L. Most recently, Nathan Friedman was charged with this region before resigning last year. At that time, an Ogilvy spokesperson said the firm's leadership was "assessing our management structure in the West as we speak." 

"We were running four and five offices as one P&L which meant we didn't have deep visibility into each one," CEO Stuart Smith said, adding that unbundling the P&Ls makes it easier to tailor the specific needs for each office."   

He said, San Francisco and Denver will continue to be coupled because of "shared synergies" across technology, social and corporate expertise. La Russo is a 17-year Ogilvy veteran, spent 14 years in Denver and the last three in the San Francisco office. The two offices share several clients, including Brocade, Singularity University, BMC, Singapore Infocomm Development Authority (IDA), Intrexon and Intel. There are 30 people in the San Francisco office and about eight in Denver.

"I've know the talent and I know the unlocked potential," La Russo said. "I don't consider this a rebuild, I think it's an opportunity to refine the offering."

La Russo is in the process of identifying a leader for Social@Ogilvy in San Francisco. He added, the firm's startup-focused Espresso program launched in 2013 is being retooled into a two-part offering that defines a company's narrative, then provides a roadmap for the startup to execute on that plan.

La Russo report into Michael Dobak, CEO of Ogilvy& Mather West and South and global CEO Smith. Ogilvy PR has yet to name an office leader in Los Angeles.