On the heels of restructuring its leadership and elevating Alasdair Lloyd-Jones to CEO, WPP experience agency SET has appointed longtime production executive Lori DeBortoli to managing director of its Portland and Los Angeles offices.

With well over a decade spent working in senior production and client relations roles at top-tier agencies such as Wieden+Kennedy, AKQA and Crispin Porter + Bogusky, DeBortoli brings a wealth of industry experience and acumen to her new MD position at SET, which she says offers plenty of opportunities. “One of the most appealing things about SET is not only constantly making real, physical things that get great press, but that we can partner with anyone – directly with brands, ad agencies should they need us, digital shops, design studios, entertainment companies and more. That is incredibly freeing when you no longer need to look for competitors but instead, look for the best spot to build a bridge.”

As she begins establishing and reinforcing connections as managing director at SET West Coast, DeBortoli will handle multiple responsibilities in her new post including engaging potential clients about visions and marketing plans while managing the agency’s office culture, hiring, planning, growth and the P&L for the region.

According to the new SET MD, who has produced projects for P&G, Kraft, Oreo and a variety of Nike campaigns such as the 2011 Nike Mag launch on behalf of the Michael J. Fox Foundation, forging close bonds over the years has been the most rewarding aspect of her career. “My proudest achievement is the relationships and friendships I have made in this business over time that mean the most to me,” DeBortoli says. “That’s where the real gold is. Once you get to see the laugh, the grit, the fight in someone and you learn you can count on them, that’s when you win big.”

Regarding the new MD appointment, SET CEO Lloyd-Jones adds, “I’m very excited to have Lori on our team. Her expertise in nurturing client relationships, her experience across advertising, PR and digital, and her passion as a manager make her the ideal fit to lead the west.”