TBWA\Chiat\ Day New York Names Meg Piro as New Brand Experience Strategy Lead

TBWA\Chiat\Day New York has today announced Meg Piro as its new head of brand experience strategy to build and oversee the agency’s Connections, Social and Data practices. Meg joins TBWA this month after spending the last two years consulting in brand marketing and strategy, and acting as the VP of global marketing at Unilever Prestige’s Hourglass Cosmetics.

Meg has spent her career crafting strategies designed to unlock meaningful brand stories, orchestrating where they reach people to drive the greatest impact. In this role, Meg's expertise will be used to expand how TBWA's ideas come to life across a brand's ecosystem - from identifying opportunities for creative solutions, to reflecting how modern audiences engage with brands today.

TBWA\Chiat\Day New York’s CEO Emily Wilcox said, “Meg is a modern brand builder who is fluent in the language of big brand ideas that drive full business impact. Having worked with Meg and knowing how influential she is as a leader, I look forward to seeing the value she will bring to our clients and their brands. She’s a creative enthusiast who knows how to expertly craft outstanding, connected and integrated work that sticks, which is exactly the type of innovation we want to continue cultivating at Chiat.”

Added James Sowden, chief strategy officer, TBWA\Chiat\Day NY, “‘Disruptive ideas are something that we feel and experience. Architecting that experience elegantly and precisely is what Meg excels at. I couldn’t be more excited to have her join our growing team.’

Prior to her role at Hourglass Cosmetics, Meg built the Communications Planning discipline at Johannes Leonardo. In addition to working on brands like adidas Originals, Amazon, and Kraft Heinz, Meg was responsible for leading the communications strategy for Volkswagen's "Rebirth" and "Drive Bigger" platform launches, carefully orchestrating the paid, owned and earned channel strategies after the brand had been dark following Dieselgate. Before that, at BBH NY, Meg led the Communications Strategy team, partnering with brands like Netflix, PlayStation and Vaseline. The campaign for Netflix's House of Cards Season Four launch mirrored the 2016 election cycle and won the Cannes Integrated Grand Prix and was named Adweek's Media Plan of the Year. Her work has been recognized by the Cannes International Festival of Creativity, the ONE Show, the AICP Next Awards and the Effies, and she was named one of Madison Avenue's Rising Stars in 2019 by Business Insider. 

“How TBWA partners across the collective to leverage global expertise and insight, combined with the agency's innovation and proprietary research offerings like the Disruption Accelerator, Edges and NEXT, uniquely positions the agency to drive brand and business growth for clients," said Meg Piro.  

Meg continued, honing in on the value add of connections planning today and why it's more important than ever. 

“While media fragmentation is not new, how creative is developed and the spaces where our audiences spend time are ever evolving, making the impact Connections Planning can have even greater. Client challenges are often more complex than an advertising campaign alone can solve, and we have the tools to craft solutions across the entire experience ecosystem."