TBWA Reorganizes Around A 'Global Market Client Structure'

Omnicom’s TBWA unveiled a major reorganization Friday. The restructuring included a management reshuffling and a move toward what the agency described as a “Global Client Market structure, reflecting the change in multi-national client structures and the nature of their businesses, away from a traditional, rigid regional structure.”

As such, fifteen core global markets -- including New York, Los Angeles, Canada, U.K., France, Germany, the Netherlands, Argentina, Brazil, Mexico, Australia, Greater China, Singapore, Japan and global client business unit TBWA\Media Arts Lab (Apple) -- will now report directly to agency Worldwide President Troy Ruhanen (who was promoted to the post last July), with Keith Smith supporting Ruhanen with these markets and key global clients, in the role of President, International – Global Markets. 

Also, Toronto-based Omnicom agency Juniper Park becomes part of the TBWA network. Led by Jill Nykoliation as president, Juniper Park’s addition is designed to strengthen TBWA’s footprint in the North American market and broaden its design capabilities. 



Other so-called “traditional regions” are being reorganized outside of the global client markets. Europe, Middle East and Africa will be consolidated into two groups headed by Kris Govaerts and Cem Topcuoglu. Govaerts, CEO of TBWA Belgium, will also oversee operations in Western Europe excluding the Global Client Markets. Topcuoglu, CEO of TBWA Istanbul, will also oversee Central and Eastern Europe, the Middle East and Africa. 

Asia-Pacific will be divided into three focused regions including Asia, Oceania and Greater China. Philip Brett will assume the role of President, Asia, with oversight of all three. TBWA’s regional operations will relocate from Hong Kong to Singapore, in alignment with many of the region’s key clients. Paul Bradbury continues to lead Oceania as CEO of Whybin\TBWA in Australia and New Zealand. 

Two key appointments have been made in Greater China to strengthen the network’s operations in that region. Nils Andersson joins TBWA from Y&R as president and chief creative officer for TBWA\Greater China. Joanne Lao, managing director of TBWA\Hong Kong, moves to the role of CEO for TBWA\Greater China to partner with Nils. 

Ruhanen stated: “Aligning our business with those of our global clients and moving away from a traditional regional structure will allow our leadership and markets to be more entrepreneurial because they are not operating in a traditional structure. Instead of being generalists, we’ll be specialists with a critical area of focus.”

Nick Barham, chief strategy officer of TBWA’s Los Angeles office, adds responsibilities as global chief strategy officer to his existing role. He will continue to lead the LA office’s strategy department as part of its executive team, in addition to being charged with leading the TBWA network’s “Disruption” practice and planning function.

Perry Valkenburg becomes president, International – Global Operations. Perry will have oversight of TBWA\Digital Arts Network, TBWA\Worldhealth, Content & Production, Design and TBWA’s Merger and Acquisition strategy.

James Vincent and Emmanuel Andre will also assume the title of president, International. Vincent, who was a founding member and CEO of TBWA\Media Arts Lab, will take the lead in developing new client models. Andre will be in charge of TBWA’s network culture, training and development programs.

TBWA’s Digital Arts Network gets new leadership, with Luke Eid, global innovation director for TBWA\Worldwide, becoming president, TBWA\Digital Arts Network. Juuso Myllyrinne becomes VP and head of strategy for TBWA\Digital Arts Network. 

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