Dan Rosenthal Co. Nabs Mall Biz

ATLANTA Tysons Corner Center has tapped the Dan Rosenthal Co. to handle its advertising account, the agency said.

The Bethesda, Md., shop won the account following a review in which it competed against a handful of area agencies, including White & Baldacci in Herndon, Va., and incumbent Adworks in Washington. (Adworks had held the account since 1989.) Brotman Winter & Fried in Falls Church will manage public relations. Billings are $1 million.

Rosenthal will create TV, print and radio ads beginning in 2004. Adworks’ ads, which carry the tagline, “Where the stores are,” will run through December.

Tysons Corner is the 10th largest mall in the U.S. and has five anchors: Nordstrom, Bloomingdale’s, Lord & Taylor, Hecht’s and L.L. Bean.

Recent changes in ownership and stores prompted the review, sources said. The mall recently was purchased by Rochester, N.Y.-based real estate developer Wilmorite. Sources said the mall will add a 16-screen movie theater and a new food court next year.

The client could not be reached for comment.