It’s rare for TBWA to have one leader in the U.S. While Riley’s U.S. CEO title is brand new, her appointment marks the third time that TBWA has had one leader overseeing the U.S. in some capacity. Bob Kuperman was TBWA\Chiat\Day president and CEO of the Americas for four years until 2002 and Robert LePlae was president and CEO of TBWA North America for four years until 2009, according to an agency spokesman.
The network is looking to “proactively” create more “talent fluidity” across the offices while maintaining the agency brands, according to Riley.
This will allow employees to work across each office’s clients as well. Its New York office, which also works on some clients with the Nashville team, handles clients such as Nissan, Hilton, LG, and Henkel. TBWA’s LA office handles clients such as Jack in the Box, Discover, DirecTV, and Gatorade.
Examples of offerings that Riley will look to integrate across the U.S. network include its Design by Disruption capability, which was launched out of TBWA’s LA office in June, and its Plex offering ,which focuses on B2B and other “complex” clients in health, tech and more.
TBWA is also looking to grow its innovation practice by integrating Dotdotdash, the innovation agency it acquired last year, further into its teams. Social and content creation has also become a bigger ask among clients, according to Riley.
More news: Agencies adapt to brands’ creator economy focus
“Clients were so often looking for small social agencies, and now I think they realize that's tough because it needs to be connected to the brand and everything is so integrated,” Riley said. “More and more of our clients are asking us to take that on, and that will continue to be a place where we invest in talent and capabilities to be able to deliver best in class, which to be honest, is probably not something people think of immediately when they think of Chiat and we want them to.”