TBWA\Chiat\Day L.A. appointed Jerico Cabaysa as managing director on its Gatorade business, an account the agency has held since 2008. In the position, Cabaysa will lead the Gatorade team on all U.S. and global brand initiatives, while reporting to agency president Luis DeAnda.
The move sees Cabaysa returning to the agency where he began his career in 2000 as an account executive working on Playstation, XM Satellite Radio and Rock the Vote. He stayed with the agency for seven years before leaving to become account director for Oakley, focuseing on apparel, footwear and accessories. He joined 180 L.A. as an account director in February of 2010, working on Adidas Basketball and then Boost Mobile. In December of 2013, he left to join W+K New Work as account director for Sprite and Nike’s Jordan Brand.
“Jerico has solid agency and client side experience combined with a keen understanding of sport and youth brands, as reflected in the award-winning and culturally engaging work he’s been involved with,” said DeAnda. “As Gatorade continues its evolution from beverage to bona fide athletic brand, I know that Jerico will bring passion, brand smarts and a fresh perspective to the business and to our agency. We are thrilled to have him back in the building.”