TBWA Promotes Lauren Niemcewicz to Managing Director of Its Engage Unit

By Patrick Coffee 

Earlier this week, the TBWA\Chiat\Day organization got a good bit of attention on International Women’s Day for a video documenting its “Take the Lead 2020” project. That effort aims to increase the global network’s share of female leadership by 20 percent within the next four years.

Some pointed out the sad irony of men speaking on behalf of women in the video, but TBWA did take a step toward its goal this week by naming Lauren Niemcewicz as the managing director of Engage, its Chicago-based global performance marketing agency.

In the new role, Niemcewicz will report to TBWA\Chiat\Day New York CEO Rob Schwartz, who oversees a unit that “specializes in SEO, SEM and data analytics for Konica-Minolta and a major global sports retailer” which apparently cannot be named at this time. Other past Engage clients include McDonald’s, GoDaddy and Michelin.


Schwartz says, “Engage is at the epicenter of the three key dynamics influencing marketers today–namely, Data, Technology and Content. Lauren’s experience, expertise and energy makes her the perfect leader of this offering.”

Before the promotion, Niemcewicz was senior account manager for search and digital strategy while leading client service and relations for the Engage office. Previous roles include media director at the U.S. and Canadian offices of Performics, a performance marketing agency owned by Publicis Groupe.

She succeeds executive director Jonathan Ashton. He left the TBWA organization this week, according to agency spokespeople, to pursue new and unknown projects.