TBWA\ announces new global leadership

TBWA, the Disruption Company, has named a new global leadership team for 2025, which sees Erin Riley elevated to Global CEO.

Riley is currently US CEO of TBWA\Chiat\Day. She is joined by Erwan Guillou, TBWA\Chiat\Day US CFO and Global Chief Pricing Officer who has been appointed as Global CFO.

The appointments follow the formation of Omnicom’s new global division, Omnicom Advertising Group (OAG), which elevated TBWA’s former Global CEO, Troy Ruhanen and Global CFO, Denis Streiff.

TBWA\NZ CEO Catherine Harris says, “Troy has been an outstanding leader of TBWA and a great supporter of us all here in New Zealand, we are very grateful for his leadership and support. In Erin’s appointment we start another exciting era for the collective. At TBWA we have the best of both worlds, we are a highly connected global collective able to share insights, tools and innovations seamlessly, while having the freedom to build our own local business, culture and innovations. Erin will be an incredible leader for our collective and we are excited to be working with her,” 

No stranger to TBWA and its proprietary Disruption methodology, Riley has been with the collective since 2016, first joining TBWA\Chiat\Day Los Angeles as President before taking the helm as CEO in 2021. In 2023, she went on to oversee the unification and subsequent significant growth of both Chiat\Day\New York and LA as Chiat\Day US CEO.

Riley says, “As I think about the challenges and opportunities that face our industry and our clients, TBWA is exactly where I want to be.

“Over the last near decade, I have witnessed the power of Disruption® – as both a methodology and ethos – transform the fates of brands. I have also seen brilliant fellow disruptors from across the globe lead with integrity, smarts and humanity. I believe, genuinely, that TBWA is singular in its combination of scale and spirit. I am honored and humbled to take on the charge of continuing to build on the excellence of this Collective.”

With a keen understanding of the business of creativity, Riley – in partnership with Guillou as CFO – has driven significant growth across TBWA\Chiat\Day US. She played an integral role in recent new business success, winning hallmark clients such as Discover, Directv, Levi’s and Sephora, as well as nurturing long-standing client relationships with Hilton, Gatorade and many more. Riley was named a Campaign US 40 over 40 honoree in 2023, and TBWA was honored as one of Adweek’s top five US agencies and a Stand Out Agency on AdAge’s A-List that same year.

Her time spent on both the brand and agency side has honed Riley’s unique ability to blend marketing intelligence with creative magic to orchestrate the total brand experience for her clients, propelling them into the cultural conversation. One key focus for her will be scaling the best-in-class specialisms within TBWA that have delivered significant growth and breakthrough work around the world. These include DxD by TBWA\ for design, Feed by TBWA\ for social content creation, and Plex by TBWA\ for B2B and complex businesses.

Omnicom Advertising Group (OAG) Global CEO Troy Ruhanen said; “I’m incredibly proud to say that, once again, TBWA and Omnicom are investing in the elevation of our homegrown talent – rewarding our very best and offering them new and exciting opportunities for progression within our businesses.

He went on; “Erin is a powerhouse. She leads with both head and heart, with an exceptional sixth sense for what will make a difference for the brands across TBWA’s portfolio. She builds enviable talent pools and brings everyone along with her. With Erwan at her side, the 11,000 strong collective is in the best possible hands.”

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