Seeking to capitalize on the area's growing market potential, TBWA Worldwide is reorganizing its network to develop a new operating region covering Greece, Turkey and the Balkans that will be led by one of its most seasoned executives.
Peter Economides, network client director for the $6.5 billion global agency, has been named director of the region. The post has returned Economides to Athens, where he served as president of McCann-Erickson Greece from 1984-92.
With Greece becoming a full member of the European Union and Athens set to host the Olympic Games in 2004, the agency sees the region becoming an important ad market.
"Greece is fast becoming the business center for the region. It should also aspire to be the advertising center," said Economides, who played a key role in parlaying the agency's $100 million U.S. Apple Computer account into a global business.
In his new post, Economides will work closely with Reg Lascaris, head of the agency's African, Middle Eastern and Eastern Mediterranean regions.