• by Richard Whitman , Columnist, January 5, 2015

Current TBWA Global Creative Director Rob Schwartz has been named the new CEO of TBWA New York. Schwartz will fill the shoes of Robert Harwood-Matthews who had been president of the office since September 2012 and who is leaving to pursue the proverbial "other opportunities."

One could argue the move from creative director to CEO is a step up. One could also argue the move from department head of a global organization to president of a local organization is a step down. You choose. The move is said to be an effort to bring more global business to the New York office and for that, Schwartz's move makes perfect sense for the agency.

Of Schwartz's move, TBWA Worldwide President and CEO Troy Ruhanen said, "Over the last 16 years, Rob has built tremendous trust both at the client level and internally at TBWA because he listens, acts and most importantly, doesn't wait to be asked. He doesn't rely on relationships, he builds them through his energy and dedication to our clients, our culture, our people and our product. That's why Rob Schwartz is the right leader for New York." Based on that, it would seem the promotion/demotion question is moot.