TBWA Veteran Luis DeAnda Takes New Role in L.A. Office

Becomes gm under president Carisa Bianchi

A leader on major accounts at TBWA, including Apple and Nissan, is taking on management responsibilities at the global shop's largest office.

Luis DeAnda, who most recently was a global managing director at TBWA\MAL—TBWA's dedicated unit for Apple—is now general manager at TBWA\Chiat\Day in Playa del Rey, Calif. The office employs about 550 staffers and works on brands such as Gatorade, Pepsi, Nissan, Infiniti, Energizer and Southwest Airlines.

The gm role is new and designed to focus on operations, account management and recruitment. And for DeAnda, an energetic, can-do supporting player at TBWA, the job follows a series of bigger roles he assumed since joining the agency in 2002.

Initially, DeAnda led management of the shop's global Nissan business out of Tokyo. In that job, he helped expand TBWA\Japan's client base beyond Nissan and helped forge a joint venture with Hakhuhodo to service the automaker's business in that market.

Along the way, TBWA\Japan became TBWA\Hakuhodo and DeAnda rose to chief operating officer of the venture. He left Tokyo in 2012 to take the md position at TBWA\MAL in Playa del Rey; MAL's office is next door to the main agency.

In making the appointment, Carisa Bianchi, president of TBWA\C\D in Playa del Rey, cited DeAnda's "tremendous experience internationally and in growing global business," adding, "It is important that we have a strong leadership team in place to help manage and grow the different capabilities and new business opportunities."

And while DeAnda settles into his new job, he'll retain his responsibilities on Apple next door. Add him to the ranks of ad executives wearing more than one hat.