Rosen Adds President’s Title at Arc

CHICAGO William Rosen, the chief creative officer of Arc North America, has been given added responsibility as president of the marketing services unit of Publicis’ Leo Burnett Group.
Rosen, 46, joined Arc as CCO in 2004 from Frankel, a below-the-line agency that was one of the three Publicis marketing services companies merged to create Arc in 2004. As CCO, Rosen manages the creative product across all Arc disciplines: digital, direct, promotion and retail marketing. He oversees creative development, planning and execution for clients including McDonald’s, Procter & Gamble, Coca-Cola, United Airlines, Nestlé-Purina, Whirlpool and MillerCoors.

Last month, Rosen led the agency in winning promotional assignments for MillerCoors’ brands, including Miller High Life, Milwaukee’s Best, Miller Chill, Peroni, Pilsner Urquell, Grolsch, Keystone and Molson.
“Bill’s creative mind and ability to inspire ideas that transform human behavior are exceptional,” Rich Stoddart, president, Leo Burnett USA, said in a statement. “With his understanding of the rapidly evolving marketing services world, Bill will continue moving our globally recognized brand clients to the leading edge of integrated campaigns.”

“The integrity of the core creative idea is paramount as marketers seek new ways to engage people across channels,” Rosen said. “The need for ideas that build both brands and sales and truly activate behavior is more pressing than ever. That is what I will continue to focus on as president and chief creative officer of Arc.”