Allen Rosenshine

Allen Rosenshine

CEO BBDO Worldwide
Country: USA

  1. Biography of Allen Rosenshine
  2. The Evolution of BBDO
  3. The Creative Revolution
  4. Rosenshine's Journey in BBDO
  5. The Merger of BBDO, DDB, and Needham Harper
  6. The Future of Advertising
  7. Pepsi Campaigns and the Future
  8. The Changing Landscape of Advertising

Biography of Allen Rosenshine

Allen Rosenshine worked as a copywriter, creative director, and CEO of one of the world's legendary agencies, BBDO Worldwide. In the history of advertising, he will forever be remembered as the architect of Omnicom and its first leader. Despite skeptical forecasts from competitors, client departures, and differences in corporate cultures of the merged agencies, Omnicom Group became one of the top three largest advertising holding companies in the world.

The Evolution of BBDO

When Rosenshine joined BBDO in 1965, it was primarily a corporate agency specializing in print advertising. The agency's clients included banks, railways, and other major corporate institutions. However, around that time, BBDO consciously shifted its focus from corporate advertising to creativity. This transition to a broader consumer-oriented agency with television advertising took nearly ten years. The agency sought new clients whose creative development matched the agency's internal growth.

The Creative Revolution

If there was a creative revolution at BBDO, it happened in the late 1970s and early 1980s. The strategic goal of BBDO's leaders was to make the agency not just "television" and "consumer-oriented," but to transform it into an agency renowned for its creative quality and potential for international awards. They wanted their work to speak for itself, rather than relying solely on a list of clients. This revolution was made possible by hiring professional talent. BBDO's leadership became a strategic commitment that was constantly reaffirmed through words, actions, and recognition from industry experts.

Rosenshine's Journey in BBDO

From 1975 to 1980, Rosenshine served as the creative director of BBDO New York. However, it was only in 1980, when he was appointed as the president and Phil Dusenberry became the creative director, that BBDO New York began creating truly great work. The agency's mantra today, "Work, Work, Work," symbolizes the belief that the work BBDO creates for its clients, in any medium, must be of the highest quality and have an impact, memorability, persuasive ability, and the ability to evoke a response.

The Merger of BBDO, DDB, and Needham Harper

The creation of Omnicom in 1986, through the merger of BBDO, DDB, and Needham Harper, aimed to protect the agencies' future and change the approach to business. The three agencies had a common goal of revolutionizing the industry. BBDO and DDB were publicly traded companies, while Needham Harper was a private firm. They were concerned about the increasing number of mergers and acquisitions in the advertising industry and had their own opinions on how to secure their future. The decision to merge came from a shared desire to change the business approach.

The Future of Advertising

The major mergers in the advertising industry have slowed down, and the focus has shifted to mergers between media companies. The business continues to globalize, but there are limitations to the size of holding companies due to manageability and the added value they can bring. While a Publicis-Dentsu J corporation is not impossible, Rosenshine respects the leaders of Publicis and Dentsu and is skeptical about the management of such a large company.

Pepsi Campaigns and the Future

The "New Generation" campaign for Pepsi aimed to position the brand as more than just a cheap version of Coca-Cola. It highlighted the emotions and lifestyle associated with Pepsi, appealing to a younger generation. The "Joy of Cola" campaign was a response to market changes, emphasizing the uniqueness of cola drinks and the joy they bring. Pepsi continues to compete successfully with Coca-Cola, especially in the United States, by implementing a global strategy that focuses on specific markets where Pepsi has a stronger position.

The Changing Landscape of Advertising

The advertising industry has undergone significant changes due to technological advancements, particularly with the emergence of internet advertising. These changes began in the mid-1990s and will continue in the future. Traditional media will still play a leading role in marketing communications, but the industry is just beginning to explore ways to adapt the internet to its needs.