Dan Rosenthal, one of the true veterans of the local advertising community, is retiring. Dan, who started Rosenthal Partners almost 20 years ago, told us, "I know I look 40, maybe 42, but I'm heading into my 40th, maybe 42nd year of advertising agency meetings and work orders –– don’t you think it's time I took a break? I've actually been planning to close the shop for several years, but there were always "extenuating circumstances" for keeping it open. Bottom line is, I am closing Rosenthal Partners and transitioning the accounts to my key people, headed by Beth Johnson, who is opening a next-generation agency, RP3."
Rosenthal has been recognized by Forbes Magazine as one of the top-100 creative directors in the country, During his career, Dan also has been honored with a Silver Medal winner by the DC Ad Club. Said a colleague, "he set many of the creative standards for the local ad community - always advocating for great creative products as a way to advance the brands that he and his company worked for."
Rosenthal Partners recently was honored with three prestigious results-based marketing awards for work with Mid Atlantic Sports Network (MASN) TV, Washington Improv Theater for special event promotion and Stanley Martin Homes for an integrated marketing campaign, the top award in each category, at the 2009 M Awards hosted by the American Marketing Association.
In addition to leading Rosenthal Partners, Dan’s career also spans Rosenthal, Greene & Campbell, The Earle Palmer Brown Cos, W.B. Doner and Ketchum.
Beth Johnson, formerly Rosenthal Partners EVP and 15-year agency veteran, will serve as president of the new firm, together with Creative Director Jim Lansbury and Strategic Planner Scott Gold. According to RP3, "this new management team combines fresh insight into today’s empowered consumer, mastery of the newest engagement tools and techniques, and a passion for powerful creative ideas that make marketing dollars work better and faster."
“The advertising industry has changed more in the last five years than in its entire history. Marketers are frustrated with yesterday’s agency models that can‘t effectively connect with customers and prospects today,” said Johnson.