His main role will be to help build the agency's office in Tokyo as well as work on a number of major international accounts, such as adidas, Nissan, Pernod Ricard and Haagen Dazs. Merrifield said that his mission was to raise the creative output in Japan to world class standards. "It's good but we need to make it better," he said.
TBWA Asia-Pacific chairman, Keith Smith, said: "His knowledge and experience in Japan, together with his proven creative quality makes him the ideal person for the TBWA network."
Merrifield spent the past seven years with Saatchi & Saatchi, most recently as executive creative officer of the agency's Tokyo office.
He has won numerous awards during his career in Asia, which began with a six-year stint at Batey Ads in Singapore, including two Kam Fans, the best-of-show prize at the Hong Kong 4As awards.
He said that he has no regrets leaving Saatchi. "The mob I've joined won agency of the year at this year's Cannes. The one I recently left earned the same accolade last year. I kinda get the feeling I'm moving in the right direction."