TBWA Installs a New Chief in New York

Agency veteran Rob Schwartz replaces Robert Harwood-Matthews

Once again, the New York office of TBWA\Chiat\Day is getting a new chief.

Rob Schwartz, a TBWA veteran and its global creative president, is taking the reins of the agency's New York office, replacing Robert Harwood-Matthews, who is leaving the agency, TBWA has confirmed. Schwartz becomes the office's CEO as he sheds his global title.

The move comes more than two years after Harwood-Matthews became New York president. At the time, Harwood-Matthews filled a vacancy left by the exit of Jamie Gallo, who led the office for three years.

The leadership change also comes in the wake of New York getting bounced from Kraft's creative roster. A unit in the office known as Being had worked on Kraft brands such as Planters.

Top accounts in New York include Accenture, Michelin and GlaxoSmithKline.

In a statement, TBWA global CEO Troy Ruhanen said Schwartz, who joined the agency in 1998, "doesn't rely on relationships; he builds them through his energy and dedication to our clients, our culture, our people and our product. That's why Rob Schwartz is the right leader for New York."

Harwood-Matthews, who also had worked at TBWA's offices in London and Playa del Rey, had been handpicked by previous global CEO Tom Carroll to run New York. So, the installation of Schwartz represents one of Ruhanen's first big management changes since he assumed the top job in July.