TBWA Goes ‘Transcultural’.

Robert Rosenthal has recently been named Chairman of the new ‘Transcultural’ division at global advertising agency powerhouse TBWA Chiat Day.

“We want to hear from the very best and brightest agencies and individuals throughout the country regarding their expertise and track record in the Hispanic market. In short, we are looking for all-out brilliance in ‘connecting’ with this market in the areas of creative, public relations, events marketing and promotions within this exploding marketplace,” Rosenthal said.

Although this task is a work in progress, Mr. Rosenthal is looking to go beyond the mere multicultural, in the age of agency consolidation and holding group purchases, to build a strong new internal Hispanic unit at TBWA/Chiat Day. Rosenthal is betting that his effort and direction will effectively make TBWA-and ultimately all of Madison Avenue-far more culturally and racially diverse. “We’re not into dividing talent by race, but we certainly do recognize and understand differences in culture. Because of this -and in true TBWA/Chiat Day style-we are looking to go one step beyond the multicultural to the “transcultural.”