APL takes on Rabosky as creative chief

Ammirati Puris Lintas London has hired top US creative Steve Rabosky as its chief creative officer in an attempt to boost the agency’s credibility.

Rabosky, 45, has worked at APL Worldwide in New York for the past six months on global Unilever business. He was previously a managing partner of TBWA/Chiat Day.

His appointment follows the disclosure two weeks ago of the departure of chairman Andrew Cracknell, who was also the agency’s top creative executive. Rabosky will report directly to Martin Puris, APL Worldwide’s chief creative officer.

Chris Thomas, who became chief executive after Cracknell’s departure, says: “It has taken weeks to secure Steve. He is the guy I want. He will focus on making sure that we produce the best creative work. We have to keep improving our new business record.”

The agency has had mixed new business fortunes in recent years. Last year, it won Burger King and Compaq, although it recently lost the latter after a worldwide realignment by the client.

This year, it failed to win the centralised NatWest account, although it picked up Vision Express.

Rabosky will work with executive creative director Nick Welch, who continues as creative director on the Rover business.

At the same time, strategic development director Gerald Kreinczes becomes vice-chairman and board account director for Rover. Mark Cadman becomes client services director.

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