NEW YORK: Kaplow has hired Theresa Lowe McDonnell as EVP and chief consumer strategist, a new role at the agency.
McDonnell, who started at Kaplow this month, will provide counsel to the firm's consumer clients and work with VPs to build companies' brands. She will be based in New York and report to president and CEO Liz Kaplow.
Kaplow created the role for McDonnell, who is returning to the agency after seven years at Edelman. She first joined Kaplow in 2003 as a VP before leaving for Edelman in 2005. She was most recently EVP and group head of Edelman New York's consumer marketing division, working primarily on beauty and lifestyle clients.
“When I left Kaplow it was an interesting opportunity for me to work on a really big brand at a big agency, but I never felt my time with Liz [Kaplow] was finished. I love that Kaplow is entrepreneurial, creative, and on the cutting edge,” McDonnell said. “I'm going to be working with Liz to help move her agenda forward for the agency so she can carve out more time.”
While at Edelman, McDonnell led communications strategy for Unilever's Dove brand and helped launch its “Real Beauty” campaign.
Kaplow's consumer lifestyle SVP Margarita Miranda-Abate left the agency in August to join MSLGroup as SVP in the Publicis firm's personal care practice. In May, Nick Charles left his position as editor-in-chief and executive director of content at Kaplow after six months.
Kaplow grew revenue 7% last year to $10,024,000, according to PRWeek's 2012 Agency Business Report.