Mikko Pietilä has been appointed the regional chief creative experience officer (CCXO) of the TBWA collective’s NEXT unit, which focuses on the experiential marketing of the future. He will be based in Helsinki and report to Luke Eid, global chief innovation officer of TBWANEXT, and Sami Tikkanen, TBWAHelsinki CEO and TBWANordic president.
Formerly executive creative director of 180 New York, Pietilä has returned to TBWA and becomes responsible for the development of NEXT in Finland, the Nordic countries and supporting broader Europe alongside the global NEXT team.
“Our global innovation and brand experience arm NEXT is a big focus area for the TBWA collective globally in 2024. Helsinki has been a key player when it comes to innovative work, and now it’s time to extend the market’s know-how more widely across our collective. It’s great to have Mikko back, a person that has had a strong influence on the innovative reputation of the Helsinki office,” said Luke Eid, global chief innovation officer, TBWANEXT.
Pietilä stated, “The playground for future brand experiences is expanding faster than ever, and NEXT is the connecting thread in our collective, a single entry point to our global experience and innovation capabilities. Our Helsinki office has pioneered innovation and produced work bigger than the region itself already for years, so naturally they will play a key role in the equation of experiential expertise in the future as well. I am proud of the position Helsinki has achieved, and excited to be a part of the evolution of our brilliant collective.”
Tikkanen added, “It is important for us that know-how and experts move within the TBWA collective. We actively invest in new ways of brand building outside of traditional paid media. We just launched the earned media creative agency, Eleven, and now we are strengthening NEXT’s ranks internationally.”
