TBWA\Chiat\Day New York Hires Rori DuBoff as Chief Innovation Officer

By Kyle O'Brien 

TBWA\Chiat\Day New York has named Rori DuBoff chief innovation officer, responsible for driving innovation at the agency and helping clients build total brand experiences and harness industry disruption, while evolving the agency’s own practices.

DuBoff joins TBWA after spending five years at Accenture Song as managing director, North America innovation lead and experience strategy. She will work with the agency’s creative and strategy leadership, as well as finance, talent and operations and will also be part of Next, TBWA’s global innovation practice. DuBoff will report to TBWA\Chiat\Day New York CEO Nancy Reyes.

“Innovation is about guiding the way we work, think, tackle business problems and deliver the total brand experience, for our clients and ourselves,” said Reyes in a statement. “Rori is an exceptional talent with a unique blend of skills and a passion for creativity that will move the company forward.”


Prior to her tenure at Accenture, which focused on experience strategy and innovation, DuBoff spent time in senior roles at Havas Media Group and Ogilvy. She also worked on the client side at Credit Suisse.

DuBoff said she spent five years at Accenture launching and building a new practice area in immersive content and experiences—and now that the metaverse has hit mainstream awareness and the technology has advanced, she is ready to take her talents to TBWA.

“I believe TBWA has the culture, creativity and leadership to lead this next generation of experience. In my new role, I will be partnering with the best creatives and leadership team in the industry to drive impact not just for the metaverse, but the broader world of innovation which runs across everything from culture, processes, products and services,” DuBoff told Adweek.

She said she is looking to disrupt the perception of the advertising agency as channel specific, since media and experiences are no longer siloed.

“My focus will be on solving client and human challenges with impactful solutions–whatever format they may take, from new technologies, to new partners, products or services,” said DuBoff. “I believe innovation should be infused throughout everything an agency does, not siloed into one role. Having that title in my focus means that I will help lead the charge as a change agent.”