TBWA's global CEO Erin Riley emphasizes that while disruption is critical for brands, adapting it to current market needs is vital. Following her promotion, she reinforced TBWA's legacy and success in leveraging a disruption-centered strategy to maintain and grow client relationships. Brands now demand data-backed marketing initiatives, highlighting that a conservative approach can be financially detrimental. TBWA has reported growth and client retention in 2024, affirming their stance on disruption, a mantra deeply embedded in their operational playbook.
After nearly nine years at TBWA, Riley was promoted to global CEO in January. She succeeded Troy Ruhanen, who was elevated to lead Omnicom Advertising Group.
We've seen just how expensive it is to play it safe, how much more media money is required to break through.
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