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Chicago-based VSA Partners named partner and former marketing practice lead William Rosen as its new chief executive officer.
The independent agency, which opened more than three decades ago, has begun to pivot toward creating traditional campaigns for clients like Kleenex, McDonald's and Beam Suntory after initially focusing on designing logos and other branded visual identifiers.
Rosen's promotion is part of that shift, which includes several other leadership changes: Former CEO Dana Arnett now holds the vice chairman, founding partner title, while 26-year agency veteran Curt Schreiber is VSA's president and first chief design officer.
"I came from the big agency world, got a first-hand glimpse of what worked and didn't in that model and came to VSA explicitly to design an organization that delivers bespoke solutions combining branding, design and technology with the highest degree of craftsmanship," said Rosen.