Allen Rosenshine

Allen Rosenshine (born March 14, 1939) is an American advertising executive who previously served as chairman and CEO (1985-1986, 1989-2006) of Batten, Barton, Durstine & Osborn (BBDO). He was also the founding chairman (1986-1989) of the Omnicom Group, the second largest advertising agency in the world.[1][2]

Allen Rosenshine
BornMarch 14, 1939
NationalityAmerican
Alma materColumbia College
OccupationChairman emeritus of BBDO
Known forCo-founding Omnicom Group
Honours"Top 100 Advertising People in the 20th Century"

Biography

Rosenshine graduated from Columbia College in 1959.[3] He joined BBDO in 1965 as a copywriter and became the BBDO New York creative director in 1975. In 1980, he became president of the New York agency and in 1985, he was named chief executive officer of BBDO Worldwide.[4] In April 1986, He spearheaded what is dubbed as advertising's "Big Bang,"[5] a merger that created the Omnicom Group, the world's largest three-network conglomerate consisting of BBDO (Ranked No. 6) and a merged Needham Harper Worldwide (No. 16) and Doyle Dane Bernbach (No. 12).[6][7] He served as chairman of the Omnicom Group for three years before famously "firing himself" and returning to BBDO as chairman and CEO.[8]

During his tenure as chairman of Omnicom, its billings grew nearly 30 percent from $4.9 billion to $6.3 billion by early 1989.[4] Under his management, BBDO's billings increased from $3 billion to more than $24 billion.[9] Under his leadership, BBDO was selected "Agency of the Year" in 1982, 1984, 1993, 2000, 2001 and 2005 by various industry publications such as Ad Age and Adweek.[4][10][11][12][13]

In 1991, he served as president of the jury of the Cannes Lions International Festival of Creativity.[14]

In 2006, Rosenshine announced his retirement from BBDO and retains the title of chairman emeritus.[9]

Honors and awards

In 1999, Rosenshine was recognized as one of the 100 most influential people in advertising during the 20th century by Advertising Age.[6] He is also a member of the American Advertising Federation Hall of Fame, operated by the American Advertising Federation.[4]

Philanthropy

Rosenshine is one of the founders of the Partnership for Drug-Free Kids and is currently vice chairman of the board.[15]

References
  1. "Revenue of the world's largest ad agency groups 2018". Statista. Retrieved 2020-05-19.
  2. "50 Largest Marketing Companies in the World - Leadership + Insights". Marketing Matters by Agency Spotter. 2018-01-03. Retrieved 2020-05-19.
  3. "There's No Business Like the Ad Business". Columbia College Today. 2007. Retrieved May 19, 2020.
  4. "Members". advertisinghall.org. Retrieved 2020-05-19.
  5. Landler, Mark (April 1, 1991). "Advertising's 'Big Bang' Is Making Noise At Last". Bloomberg. Retrieved May 19, 2020.
  6. "THE TOP 100 ADVERTISING PEOPLE: 26-49". adage.com. 1999-03-29. Retrieved 2020-05-19.
  7. "BBDO, DDB and Needham Merge To Form World's Largest Ad Group". AP NEWS. Retrieved 2020-05-19.
  8. "ADDENDA; Chairman of BBDO To Retire This Year". The New York Times. 2006-11-13. ISSN 0362-4331. Retrieved 2020-05-19.
  9. "BBDO's Allen Rosenshine Makes Retirement Official". adage.com. 2006-11-07. Retrieved 2020-05-19.
  10. O'Leary|January 9, Noreen; 2006. "BBDO". www.adweek.com. Retrieved 2020-05-19.CS1 maint: numeric names: authors list (link)
  11. O'Leary|January 14, Noreen; 2002. "Global Agency of the Year 2001". www.adweek.com. Retrieved 2020-05-19.CS1 maint: numeric names: authors list (link)
  12. Elliott, Stuart (1994-03-23). "THE MEDIA BUSINESS: ADVERTISING -- ADDENDA; Adweek Says BBDO Is Agency of Year". The New York Times. ISSN 0362-4331. Retrieved 2020-05-19.
  13. Staff|January 20, Adweek; 2003. "Agency of the Year 2002: Past Winners". www.adweek.com. Retrieved 2020-05-19.CS1 maint: numeric names: authors list (link)
  14. "BBDO's Rosenshine retires after 41 years with agency". Campaign (Press release). November 8, 2006. Retrieved May 19, 2020.
  15. "Allen Rosenshine - Where Families Find Answers on Substance Use | Partnership for Drug-Free Kids". Where Families Find Answers on Substance Use | Partnership for Drug-Free Kids. Retrieved 2020-05-19.
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