TBWA’s Tequila Names U.S. President

NEW YORK Kristi VandenBosch has been tapped for the new role of U.S. president of Tequila, the marketing services arm of TBWA, the agency said.

VandenBosch, 42, previously was president of Tequila’s operation in Playa del Rey, Calif. She will continue to be based in that office and report to Robert LePlae, CEO of TBWA’s North American operations.

“Kristi’s track record of growth, operational excellence and client partnership is exceptional,” said LePlae, who further described her as an “enormously talented business leader.”

The new regional post was created in response to business growth from clients such as Sprint, Nissan and Masterfoods, an agency representative said. Also, rather than have separate presidents for the Los Angeles and New York offices, Tequila will now have a single U.S. chief. Globally, worldwide CEO Jeremy Pagden leads Tequila.

In a move related to the U.S. restructuring, Tequila New York president Ian Baer has shifted to chief strategic officer for the region. Baer, 39, will remain in New York and report to VandenBosch.

Separately, Jason Kuperman, director of operations at Tequila in Playa del Rey, has become director of the shop’s interactive and entertainment practice. In his new role, Kuperman, 35, will lead a group of 47. He also reports to VandenBosch