TBWA moves Asia HQ from Hong Kong to Singapore

Omnicom-owned creative network TBWA has split its Asia Pacific operation into three focused regions, shifting its regional headquarters from Hong Kong to Singapore as part of several sweeping changes.

Philip Brett will assume the role of president of TBWA Asia Pacific, with oversight of the new regions - Asia, Oceania and Greater China. Brett takes over the management of Asia from Keith Smith who moves into a global role as president, international – global markets.

TBWA’s regional operations will relocate from Hong Kong to Singapore, in alignment with many of the region’s key clients.

Paul Bradbury will continue to lead Oceania as CEO of Whybin\TBWA in Australia and New Zealand.

As previously reported by Marketing, Nils Andersson joins TBWA from Y&R as president and chief creative officer for TBWA\Greater China, making China the fifth office in the network to appoint a creative to the most senior leadership role.

Joanne Lao (pictured), managing director of TBWA\Hong Kong, moves to the role of CEO for TBWA\Greater China to partner with Andersson.

The moves are part of a wider global change that sees TBWA take on what it called a "global client market structure". A number of appointments have been made to support this move.

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.

Nick Barham, chief strategy officer of TBWA’s Los Angeles office, adds responsibilities as global chief strategy officer to his existing role. Perry Valkenburg becomes president, international – global operations and will have oversight of TBWA\Digital Arts Network, TBWA\Worldhealth, Content & Production, Design and TBWA’s merger and acquisition strategy.

Troy Ruhanen, TBWA\Worldwide president and CEO, said the appointments are a conscious move away from a generalist model of operating to a more focused, less traditional model.

"We have a strong bench of talent to work with at TBWA and these moves are intended to build on the individual strengths of these people, allowing them to be more entrepreneurial and take ownership of the future of our company."