WPP Brings on Longtime Nissan Creative to Rejuvenate Its Ford Agency GTB

Tito Melega takes over in Michigan

Melega most recently ran his own consultancy. Global Team Blue
Headshot of Patrick Coffee

WPP has hired a veteran of auto marketing as the new creative lead at GTB, its Dearborn, Mich.-based agency dedicated to serving the Ford account.
Tito Melega will be global CCO, officially taking the lead role on all WPP Ford work around the world later this month.
“Advertising is a ‘WE’ sport. Everyone on the team matters. I believe in leading with a mix of humility and conviction,” said Melega regarding his new job. “Those who work with me know they can count on me to roll up my sleeves and burn the midnight oil alongside everyone but also that I’ll make the tough and decisive calls when needed. No one should be ever be afraid to ask ‘Why?’ and ‘What if?’ The good stuff lies in those answers.”
During his career to date, Melega has worked on major auto accounts at several agencies, most prominently leading the Nissan business at TBWA\Chiat\Day Los Angeles from 2010 to 2014. While he also led Mitsubishi creative at BBDO and served as a senior art director at Saatchi & Saatchi’s Lexus-focused Team One, he has worked for a variety of clients ranging from Miller Lite and Pepsi to Holiday Inn and United Airlines.
After leaving the TBWA organization, Melega freelanced at several agencies and later established his own consultancy, where he worked with brands both inside and beyond the auto sector.
“We’re very excited to have Tito on board. His work speaks for itself, and he’s a complete creative in every sense,” said GTB global COO Kim Brink. “We aim to do the best for our client, and Tito is proof of that ongoing commitment.”
The new creative lead arrives during a transitional period for GTB. Melega’s predecessor Toby Barlow left in February after spending 15 years with the WPP organization and playing a key role in the formation of the dedicated Ford unit originally called Team Detroit. This summer, GTB also parted with a number of staff members at offices from Dearborn to Shanghai several days before Ford released a disappointing quarterly earnings report that hinted at “tougher times” ahead for American carmakers despite higher-than-expected second quarter profits.
Melega is a native of Argentina who says his own love of the Ford brand stems from a fascination with his father’s ’60s Ford Falcon. During his 20-plus years in the ad industry, his work has been recognized by various awards organizations including the Emmys, the Cannes Lions, the Clios, the Webbys and The One Show, among others.

@PatrickCoffee patrick.coffee@adweek.com Patrick Coffee is a senior editor for Adweek.