New York Hustle
Global Muscle

New York
2015

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We're the New York office of TBWA\Chiat\Day. We're known as the Disruption® Company. And we help brands find strategic and creative white space through the power of Disruption. Take a look at some of our iconic creative, find out about the brands we work with and meet our leadership team.

The Company We Keep

Leadership Team

Rob Schwartz

Chief Executive Officer

Rob was once described as a “CEO’s Creative Director.” In other words, the rare creative person who is curious about all aspects of a business and finds ways to create breakthrough ideas that get results and build brand value. As a creative leader he spearheaded work for blue-chip brands, including Nissan, McDonald’s, PepsiCo and Visa.

Along the way he has won nearly every advertising award, including Grand Effies, Cannes Lions and One Show Pencils. Rob was recognized as thinkLA’s “Leader of the Year,” and is considered one of Adweek’s “25 Voices to Follow in Social Media.” He also lends his voice to Forbes, where he is a popular and regular contributor. After two decades on the West Coast, Rob has come home to his native Manhattan, where he leads TBWA\Chiat\Day’s New York office.

Matt Ian

Executive Creative Director

As Executive Creative Director at TBWA\Chiat\Day NY, Matt Ian oversees creative across all agency clients, including Accenture, GlaxoSmithKline, H&M, McDonald’s, Michelin and NBC. Matt joined the agency in 2013 from Deutsch LA, where he held the position of EVP, Group Creative Director on the Volkswagen account.

Prior to Deutsch, Matt was a Creative Director at Crispin Porter + Bogusky as the co-creative lead on the Microsoft Windows business. Before that, Matt spent eight years with BBH New York as Copywriter and Creative Director, working on Axe, Levi’s and Smirnoff.

Earlier in his career, Matt spent time at Ogilvy & Mather New York and TBWA\Chiat\Day New York, working on Pernod Ricard brands, Barnes & Noble and a short film for the Whitney Museum of American Art.

Matt has been recognized with awards in every single major award competition, as well as having held the position of judge for both the One Show and AICP.

Kyla Jacobs

Director of Business Development

Kyla has over 12 years of experience in marketing and communications, having learned her trade at some of the world’s leading agencies, such as Saatchi & Saatchi, Crispin Porter + Bogusky and Ogilvy & Mather. She has gained true global experience, working in Australia, Europe and now North America in her current role as the Director of Business Development for TBWA\Chiat\Day.

Kyla is responsible for leading business development within the agency and exploring new ways to expand and grow the client base. Kyla’s international experience has enabled her to work across a diverse range of markets and clients, including Coca-Cola, Kraft, Virgin, Microsoft and L'Oreal.

In 2013, Kyla was announced as a finalist for the IPA and Campaign’s “Women of Tomorrow” competition. She is a regular on the industry speaker circuit, including Advertising Week Europe, and is also a new business committee member for organizations such as the 4A’s and IPA.

Aki Spicer

Director of Digital Planning & Content Strategy

As leader of the digital strategy team at TBWA\Chiat\Day in New York, Aki works across all the agency’s clients and particularly on Michelin, beIN SPORTS and NBCUniversal. Prior to joining TBWA\Chiat\Day two years ago, Aki was at Fallon, where he led the digital strategy for clients like Cadillac, Nestlé. and H&R Block. In addition to launching projects such as Cadillac.com (Fallon’s largest ongoing project for a client), Aki was responsible for building Fallon’s IP and innovation pipeline. Aki started out his career as VP of Marketing at clothing brand Rocawear/Native BDG, led by Damon Dash, Jay Z and Biggs Burke. He then went on to hold the role of Planning Manager at Vigilante, a youth-focused think tank.

Melatan Riden

Director of Design

Melatan leads the design function for the New York office of TBWA. Prior to joining the agency, Melatan worked exclusively on fashion marketing and branding at Lipman, where her most recent work was leading both the traditional and digital campaigns for LOFT by Ann Taylor. Melatan also worked as Director of Design at Anomaly’s Toronto office, where she was responsible for the agency’s entire design output. Melatan has worked with influential global brands in the auto, beverage and fashion retail sectors, for clients such as Aritzia, BMW Mini, Honda, Red Bull, Diageo, Budweiser, Bud Light, Kraft, Holt Renfrew, Marshalls, Mexx, Perricone MD and Sport Chek.

Jeff Wu

CFO / Chief Operating Officer

As CFO/COO, Jeff is in charge of all finance, accounting, administrative and operational areas of the New York office. Before Jeff arrived at TBWA\Chiat\Day in 2004, he honed his financial expertise in various other fields.

He was a certified public accountant in the Consumer Products and services division at Arthur Andersen LLP. He then became Vice President and Corporate Controller of C2 Media.com, a media graphics printing and service company. Finally, he was Finance Director at Time Warner, overseeing financial planning and analysis for the company’s networks and publishing divisions.

Ed Castillo

Chief Strategy Officer

Ed joined TBWA\Chiat\Day in June 2012 and oversees all New York accounts as Chief Strategy Officer. He came to TBWA\Chiat\Day from McCann Worldgroup, where he was SVP, Global Strategy Director, focused on the rebranding of the American Airlines business. Prior to McCann, Ed was the SVP, Director of Account Planning at PHD (Omnicom Media Group). During his tenure Gap consolidated all their brands, including Old Navy, with the agency. Before that, Ed was cofounder and Planning Director of NORTH, in Portland, Oregon.

Prior to founding NORTH, Ed was Director of Strategic Planning at R&R Partners, where he led strategy on the “What Happens Here, Stays Here” campaign for the Las Vegas Convention and Visitors Authority. Earlier in his career, Ed worked in the research field as Director at Applied Research & Consulting LLC, where he worked on VF (Jantzen, Jansport, DKNY and Wrangler) as well as Liz Claiborne. He started his career at Leo Burnett in Chicago.

Chad Hopenwasser

Head of Integrated Production

Chad oversees all production disciplines in the New York office of TBWA, approximately 20 people. He works hand in hand with Executive Creative Director Matt Ian and reports to CEO Rob Schwartz.

Chad joined TBWA from Crispin Porter + Bogusky, where he worked for almost eight years, most recently in the role of VP Director of Video Production, working on campaigns for clients including Xbox One, Grey Poupon and Kraft Macaroni & Cheese. Prior to Crispin Porter + Bogusky, Chad spent six years at Grey New York.

Blanca Stephens

Director of Human Resources

Blanca Stephens is a veteran HR and Advertising professional. She has been known throughout her venerable career as a coach and mentor of talent. She has groomed many young professionals and guided them toward identifying their innate talent, and then finding their specialty and best career match. She is known for hitting the nail on the head of particularly complex issues and coming up with creative solutions. Blanca holds a BS in Psychology from Fordham University and is a Certified Life Coach.

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