Paul Matheson is headed back to the States to take on the role of EVP, director of behavior planning for BBDO North America. Matheson, who will also be tasked with overseeing planning at BBDO’s New York office, most recently served as regional planning director at O&M Asia Pacific.

Prior to Ogilvy, Matheson spent 1996-2004 at BBH in both London and the U.S., leading planning efforts for notable clients like Axe/Lynx, Johnnie Walker, ING Direct and Sony Ericsson. Matheson’s partner-in-crime in helping change consumer behavior at BBDO will be Nick Bartle, who serves as director of behavioral planning for BBDO San Francisco as well as North America.

In a statement, BBDO NA chairman/CCO David Lubars says he and Matheson both agree on what the purpose of planning is: “To inspire and liberate the work.”