TBWA Hires Global Head of Performance Marketing

Juuso Myllyrinne rejoins the agency network

Myllyrinne was formerly global vice president, digital and head of strategy for TBWA's digital arts network. TBWA\Worldwide
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TBWA\Worldwide’s new global head of performance marketing is a familiar face at the agency network.

Juuso Myllyrinne is rejoining TBWA\Worldwide in the role and will be tasked with leading its global performance offering and bringing a data-informed approach to the network’s creative.

Myllyrinne formerly served as global vice president, digital and head of strategy for TBWA’s digital arts network before leaving for global game development company Wargaming and serving as global head of marketing and PR .

“We’re always happy to welcome back our stars,” TBWA\Worldwide president and CEO Troy Ruhanen said in a statement. “Juuso is an innovator at his core, and his experience in a field that has been pioneering advanced performance marketing coupled with his knowledge of Disruption will be a tremendous asset for our global brands.”

“In gaming, you create the world that your customer lives in and this lets you have perfect understanding of their behavior,” Myllyrinne said in a statement. “That’s why the gaming industry is at the forefront of performance marketing. These companies see impact for every penny spent, building extremely loyal customer bases along the way. There are enormous opportunities to apply this kind of thinking to brands in unconventional ways.”

Myllyrinne’s arrival in the role follows TBWA\Chiat\Day promoting Nancy Reyes to president at its New York headquarters in July. TBWA\Chiat\Day was recently assigned work on McDonald’s McCafĂ© brand after picking up work on some Nissan campaigns in July.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.