The Man Behind Gatorade’s Ads Will Lead Creative at TBWA\Chiat\Day Los Angeles

Renato Fernandez is promoted to chief creative officer

The Brazil native joined TBWA in 2011.
TBWA\Chiat\Day

The Los Angeles office of TBWA\Chiat\Day has promoted Renato Fernandez to the role of chief creative officer.

Fernandez effectively replaces Brent Anderson, who moved over to the network’s dedicated Apple agency Media Arts Lab last October.

The former executive creative director has led TBWA’s U.S. campaigns for Gatorade since 2014, and in 2015 was promoted to direct all global projects for the beverage brand as worldwide creative director.

“Renato is a master craftsman, and his ability to tell stories across multiple platforms and media is second to none,” said Stephen Butler, who served as CCO before being promoted to creative chairman last summer. “He challenges himself to create impactful ideas while solving big problems.”

Fernandez started his career in Brazil, spending more than a decade with São Paulo’s AlmapBBDO before moving to TBWA\Chiat\Day as an associate creative director in 2011. Since then, he has played a key role in the development of a range of campaigns including, most prominently, Gatorade’s “farewell” spots for retiring athletes like Derek Jeter, Peyton Manning and Abby Wambach. Beyond those ads, he also helped develop last summer’s Serena Williams-themed Gatorade Snapchat game and a forthcoming campaign for Principal Financial Group.

TBWA\Chiat\Day L.A. president Erin Riley praised the new creative leader as “relentless in his pursuit of excellence,” adding, “I can think of no one better to inspire, drive and diversify our creative output.”

His promotion marks the latest in a series of big changes at the Los Angeles office including Riley’s arrival, last summer’s executive shakeup and Nissan’s decision to consolidate its business on the East Coast, effectively ending a three-decade partnership with TBWA\Chiat\Day L.A.