TBWA Installs a New Account Chief on Absolut

NEW YORK TBWA Worldwide has tapped Rob Rosenthal, president of TBWA\Latin America, to succeed Richard Lewis as worldwide managing director of the agency’s global Absolut account, the shop has confirmed.

TBWA handles an estimated $100 million-plus in Absolut billings.

Lewis, who managed the business for 17 years, will maintain ties to the agency as a consultant and is writing a sequel to the 1996 history of the brand, Absolut Book.

The switch enables Lewis to step back from the day-to-day operations and presents a new challenge to Rosenthal, who has held the Latin American post since 1995. Tania Kulb, national marketing director at McDonald’s in Brazil, will fill that job, the agency said. Kulb has worked for McDonald’s for 15 years.