TBWA Announces New Global Leadership Team for 2025
TBWA has officially announced the promotion of Erin Riley, the current US CEO of TBWA\Chiat\Day, to the role of Global CEO of TBWA Worldwide. This significant change follows the recent formation of Omnicom’s new global division, Omnicom Advertising Group (OAG), which also saw the elevation of Troy Ruhanen, former Global CEO of TBWA, and Denis Streiff, former Global CFO.
Alongside Riley’s promotion, TBWA has appointed Erwan Guillou, the current CFO and Global Chief Pricing Officer of TBWA\Chiat\Day US, as Global CFO. These strategic appointments are part of TBWA’s broader effort to strengthen its global leadership and drive continued growth and innovation.
Riley, who joined TBWA in 2016 as President of TBWA\Chiat\Day Los Angeles, took on the role of CEO in 2021. In 2023, she successfully unified and expanded Chiat\Day New York and LA, significantly boosting the agency’s presence and performance. Her leadership has been instrumental in acquiring key clients such as Discover, Directv, Levi’s, and Sephora while maintaining robust relationships with longstanding clients like Hilton and Gatorade.
Riley expressed her enthusiasm about the new role, stating, “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 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.”
In her new role, Riley will focus on scaling TBWA’s specialisms, including DxD for design, Feed for social content creation, and Plex for B2B and complex businesses, to drive global growth and breakthrough work.
Erwan Guillou, now Global CFO, has been pivotal in TBWA\Chiat\Day’s success, contributing to significant new business wins and long-term client relationships. His partnership with Riley will be crucial in propelling TBWA’s global strategy forward.
Omnicom Advertising Group (OAG) Global CEO Troy Ruhanen praised the appointments, saying, “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 who leads with both head and heart and with Erwan at her side, the 11,000-strong collective is in the best possible hands.”
Paul Bradbury, President and CEO of TBWA\Australia and New Zealand, added, “Australia and New Zealand has had a special working relationship with Erin and her US team over the last eight years. We are excited to see where her leadership drive for creativity and innovation excellence takes us as a global collective over the coming years.”