Omnicom Group has unveiled its new global division Omnicom Advertising Group (OAG), which aligns its creative agencies globally under one leadership team, following which TBWA has revealed changes to its global leadership.
In the Middle East region, the newly structured OAG will oversee creative networks including Impact BBDO, TBWA, and DDB Dubai.
The global OAG leadership will see Troy Ruhanen, formerly Global CEO of TBWA Worldwide, taking the helm as its CEO. Deepthi Prakash, formerly international president and chief product officer of TBWA Worldwide, will take the role of COO at OAG, and Denis Streiff, formerly the CFO of TBWA Worldwide, has now been promoted to global CFO OAG.
Following the appointments of the OAG leadership team, TBWA, the Disruption® Company, has now named its new global leadership team for 2025.
Erin Riley, current US CEO of TBWA\Chiat\Day, has been elevated to Global CEO of TBWA. Erwan Guillou, current TBWA\Chiat\Day US CFO and Global Chief Pricing Officer, has been appointed as Global CFO of TBWA.
Erin Riley, now Global CEO of TBWA, BBDO’s recently-promoted global CEO Nancy Reyes, and DDB global CEO Alex Lubar will report to OAG leadership.
Omnicom Advertising Group (OAG) Global CEO Troy Ruhanen said, “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.”
He added, “Erin is a powerhouse. She leads with both head and heart, with an exceptional sixth sense for what will make a 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.”
Commenting on the new structure, Riley said; “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 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.”
No stranger to TBWA and its proprietary Disruption® methodology, Riley 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 went on to oversee the successful unification and subsequent significant growth of both Chiat\Day\New York and LA as Chiat\Day US CEO. She played an integral role in recent 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.
Reda Raad, Group CEO TBWA\RAAD, said, “After nearly 10 years working under Troy’s leadership, it has been an incredible journey to witness how he transformed TBWA and elevated it to new heights. I am confident that he will drive the growth of Omnicom Advertising Group (OAG), turning it into a powerhouse that capitalises on innovative tools, technologies, and AI platforms to deliver world-class creativity. I’d like to extend my heartfelt gratitude to Troy for his outstanding leadership and unwavering dedication to empowering our collective and cultivating talent.”
Raad added, “Now, as we welcome Erin as our new Global CEO, we are excited about the future of TBWA and eager to embark on this next chapter of success. Erin’s visionary leadership, passion for talent, and deep commitment to the Disruption® ethos will continue to drive TBWA forward, and her remarkable experience and track record inspire great confidence in the future of our agency.”
