NEW YORK: WPP-owned branding agency Enterprise IG has promoted Rita Rodriguez to the post of CEO, USA.
Rodriguez, who joined the firm last year as managing director of brand strategy, replaces Scott Lerman, who has left the company. In her new role, Rodriguez leads the agency's brand building franchise in the US and serves on the firm's global management team.
Rodriguez said there are increasing opportunities to build brands, an endeavor that's evolved into a long-term partnership between companies, their agencies, and their employees.
"We have the ability to integrate all [branding] capabilities and help clients approach it from a holistic standpoint," Rodriguez said.
She also expects the agency to continue to work closely with its clients' other marketing firms.
"Advertising and PR are very critical to the overall delivery," Rodriquez said. "We work closely with both on [explaining] what the brand is about."
Rodriguez previously served as managing director of the corporate branding practice at Interbrand and held a number of marketing positions during a 12-year stint at AT&T.