Former TBWA ECD Heads to Google’s In-House Agency

By Patrick Coffee 

In what cannot possibly be a sign of the times, Rudi Anggono — veteran of several of the industry’s biggest shops — has joined the creative team at Google.

Anggono made headlines on this blog in 2012 when he moved from AKQA San Francisco to Paris for a “Pan-European ECD” gig at TBWA; for just over two years, he ran creative for Nissan Europe and, in some cases, worked on the global account (here’s a 2013 ad for the Nissan-sponsored smartwatch Nismo).

His previous experience includes stints as an art director at BSSP, CP+B, and GS&P, where he created work for clients like IKEA, Burger King, GE, and Anheuser Busch as well as his own now-current employer. He also spent time freelancing at various agencies in the Bay Area (FCB, DDB, etc.) before leaving for Europe.


Earlier this month, however, Anggono followed expats like GS&P/W+K creative recruiter Zach Canfield and Team Detroit EVP/ECD Scott Lange in joining the “Don’t Be Evil” company that currently dominates every agency everywhere.

Like Lange, Anggono’s title is creative lead at The Zoo, which effectively serves as Google’s in-house agency. A recent posting for the same job tells us that the team’s leaders will “consult with advertisers and their agencies on every aspect of the creative process” and that the larger operation seeks to “[transform] advertising sales opportunities.”

Since Google highlights “experience as a Senior Creative/Creative Director in an agency environment” in advertising such leadership roles, we expect the parade of high-profile creatives who turn tech to continue apace.