Jenny Chan 陳詠欣
Nov 27, 2012

Brian Swords promoted to MD of TBWA Shanghai

SHANGHAI - Brian Swords (pictured), formerly brand team leader for McDonald’s at TBWA, has been promoted to managing director of the agency with immediate effect.

Brian Swords promoted to MD of TBWA Shanghai

Swords joined TBWA Shanghai in mid-2011 from Cawley Nea\TBWA in Dublin, Ireland, where he worked for the past 18 years on Pernod Ricard’s Jameson whisky brand in addition to handling local management responsibilities. "It has been a progressive relationship with the agency," Swords commented.

During his first 18 months in China, Swords oversaw the agency’s flagship McDonald’s account, and will continue to be "deeply involved".

Swords continues to report to Ian Thubron, co-president of TBWA Greater China, who has been acting managing director for the last 18 months. Thubron said Swords' "extremely high level of brand leadership" for McDonald’s was key to his promotion.

"It’s no coincidence that the level of strategic and creative thinking on the brand has improved exponentially—we’ve won EFFIEs, we’ve launched initiatives like the Angry Birds partnership," Thubron added.

Swords will now divide his time between McDonald’s and other anchor clients such as Pernod Ricard, Adidas and General Electric. Caroline So from Lowe has also been newly hired as business director to assist in servicing McDonald's on an operational basis.

Campaign China

Related Articles

Just Published

2 days ago

Campaign Crash Course: How to maximise DOOH returns

Digital out-of-home media buying is becoming more common and accessible across Asia. So how does it fit with an omnichannel strategy and how can you measure its returns?

2 days ago

Raya film festival: Watch ads from Julie’s, ...

This year’s top prize goes to snack brand Julie’s, whose ad turned Raya stereotypes on its head and will be remembered for years to come.

2 days ago

TikTok to marketers: Go native and multigenerational

The platform enlisted KFC at NewFronts in the US to persuade advertisers to spend on TikTok.

2 days ago

Uninformed consent, addiction among persistent ...

CAMPAIGN360: Around 170,000 children go online for the first time every day, but the industry has yet to find a way to build their trust and target them safely.