Another Round of Revolving Door at TBWA as Global President Erica Hoholick Leaves Media Arts Lab

By Patrick Coffee 

TBWA\Media Arts Lab has made another big executive change by naming a new global president.

Erica Hoholick will be leaving the Apple agency after three and a half years for an unspecified role elsewhere in the TBWA network. In her place, TBWA\MAL London managing director Katrien De Bauw (who got poached from Saatchi & Saatchi one year ago) will move to L.A. in November to lead Media Arts Lab.

This news follows a February shakeup that saw Apple devote more resources to digital-only and regional campaigns and led to an unspecified number of layoffs at its agency’s offices around the world.

From TBWA\Worldwide CEO Troy Ruhanen:

We are incredibly grateful for Erica’s past and continued leadership across our network. For over three and a half years, she’s been a driving force behind some of our most impactful work on behalf of Apple. Her talent, passion and commitment have been at the center of TBWA\Media Arts Lab. I look forward to announcing her next role as we continue to grow our TBWA creative collective.

Katrien taking on this role reflects our continued commitment to developing talent and the career trajectories of the best people within the collective. With Katrien soon at the helm of our MAL we gain a leader with insight into the inner workings of strong brands, belief in the power of creativity, a proven track record of driving innovation and an international perspective. It’s an exciting combination that we think will bring tremendous value to our clients’ business and to our company.

This is the latest in a series of changes at the agency, the most prominent of which saw Brent Andersen move to MAL as chief creative officer.

Apple declined to comment on the leadership change.

In other Los Angeles-area TBWA news, two veteran producers have left the company in an extension of February’s restructuring: global director of content production Eric Voegele of MAL and chief production officer Tanya LeSieur of TBWA\Chiat\Day L.A. are both no longer with the Omnicom network.