TBWA's New Global Creative Chief Has a Title That Hints at the Agency's Future

Ben Williams, joining from R/GA, shows how TBWA is focusing on experience and product


TBWA\Worldwide, whose network includes Apple’s bespoke agency, today announced it has found a new global creative chief. But unlike his predecessors, Ben Williams will have a new title and a wider remit that highlights where TBWA is investing for its future.

Williams will be global chief creative experience officer, a title similar to what he held at his longtime agency, R/GA, where he was global chief experience officer.

He fills the vacancy left with the November 2020 exit of global CCO Chris Garbutt, who founded a consultancy called Pltfrmr that was quickly acquired by Vice-owned agency Virtue.

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