TBWA Promotes Fernandez to Worldwide CD

By Patrick Coffee 

Today TBWA\Chiat\Day promoted Renato Fernandez — who most recently worked on the Derek Jeter farewell campaign and the “Be Like Mike” reboot for Gatorade — to the position of worldwide creative director “with responsibility for the Gatorade brand.”

Fernandez spent more than 10 years as an art director at BBDO’s Brazilian outpost Almap before TBWA recruited him, along with colleague and fellow CD Gustavo Sarkis, to help run Gatorade back in 2011; he’d created work for the same client’s Brazilian campaigns while at BBDO. (Sarkis left to manage creative at CP+B Miami in January.)

The release notes that, as ACD, Fernandez helped lead the team that eventually won the adidas World Cup assignment and facilitated the “I Am Brazuca” campaign.

CCO Steven Butler (who was promoted to that position exactly one year ago today), writes:

“Renato is one of those relentless characters for whom good is not good enough…We look forward to his continued inspiration and dedication.”

As before, Fernandez will report to ECD Brent Anderson on Gatorade. The role of Jayanta Jenkins, who was promoted to global creative director leading the Gatorade work back in September 2011, will not change.