NEW YORK, USA — TBWA, the Disruption Company, has named a new global leadership team for 2025. US CEO Erin Riley has been elevated to Global CEO, with Erwan Guillou, TBWA\Chiat\Day US CFO and
Global Chief Pricing Officer, appointed as Global CFO.
From January 01, 2025, they will partner with Ben Williams, Global Chief Creative Experience Officer, and Jen Costello, Global Chief Strategy Officer, as well as TBWA’s agency leaders in 40 countries across the collective.
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.
No stranger to TBWA and its proprietary Disruption methodology, Erin 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 oversaw the successful unification and subsequent significant growth of both Chiat\Day\NewYork and LA as Chiat\Day US CEO.
Erwan’s tenure at TBWA is even longer — having joined TBWA Paris in 2009. In 2013, he moved to New York to lead the finance team on the network’s biggest global client, Nissan. As CFO, Chiat\Day\New York, and then US, as well as Global Chief Pricing Officer, he has led TBWA’s approach to procurement and operating models, and brings a wealth of knowledge and experience, as well as innovation, to the global role.
Erin said, “As I think about the challenges and opportunities that face our industry and that of 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, Erin — in partnership with Erwan as CFO — has driven double-digit growth across TBWA\Chiat\Day US. She has delivered significant 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. Erin 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.
Erin loves to reveal the souls of brands. Time spent on both the brand and agency side has honed her
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.
Troy commented, “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.
“Erin is a powerhouse. She leads with both head and heart, with an exceptional sixth sense for what will make the 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.”
