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TBWA Appoints Claudia Safont as New CEO in Spain


October 07, 2019

Claudia Safont has been announced as Chief Executive Officer for TBWA\Group Spain

In this role, she will manage the executive teams in Madrid and Barcelona, and lead the agency in a time of industry-wide transformation. Safont takes over from the current President and CEO Frutos Moreno, who will continue in his role as President. Her appointment is effective immediately.

Safont said, “I am really grateful to Frutos for trusting me to take over as the new CEO, and I accept this new role with a sense of honor and responsibility. TBWA is in an exciting moment. Our way of working has been recognized during this last year: Fast Company has placed us among the most innovative companies in the world in 2019, and Adweek named us Global Agency of the Year. Personally, I am passionate about innovation and creativity in the broadest sense. TBWA’s DNA with its disruptive thinking attracted me from the very first moment, and my passion for the agency has exponentially grown over the years.”

Safont is a professional with more than 25 years of experience. A graduate in Economics and Business Studies, she started her professional career at BBDO. In 2001 she joined TBWA as Account Director for Nissan, and after a period as Client Services Director at TBWA\ Barcelona, was appointed Deputy Director of the office in 2008. From 2012 she has been responsible for the General Management of TBWA\Barcelona, until she was promoted last year to Vice President, Operations & Client Services, moving to the agency’s Madrid office and joining the leadership team of the Group with Juan Sánchez, Vice President, Creativity & Innovation, and Jesús Fuertes, Vice President, Strategy and Innovation.

During her career, Safont has worked for clients such as Adidas, Airbnb, Beko, Bimbo, Bodegas Torres, Caixabank, Durex, Fira Barcelona, Fluidra, Freixenet, Grupo Menarini, Henkel, Iese, Mobile World Capital Barcelona, Montblanc, Nissan, Perfetti/Chupachups, Pioneer, PMI/Ducati, Sony and Vichy Catalán.

“My purpose is to fuel the transformation of the agency, proactively addressing the challenges we face ahead as an industry. One of the first projects at this new stage is greater data integration into the agency’s internal processes as well as with clients. With this objective, we have launched the Creative Data Lab, a platform created by TBWA in collaboration with other partners, presented on September 5th at Fundación Telefonica. This is the first of several innovation focused initiatives in progress, all designed with the objective of creating a greater share of the future for the agency’s clients.”

Cem Topçuoğlu, President, International, TBWA\Worldwide, said “We are thrilled to see Claudia take on her new role as CEO. Her passion for transforming the TBWA Group into one of the best creative agencies in the Spanish market by powering data and innovation are undeniable, and she has the focus on the future that is essential for a successful and modern leader. We are delighted to have her at the helm for our next chapter.”

Troy Ruhanen, CEO, TBWA\Worldwide, added “There is nothing more gratifying than seeing our talent rise from within. Claudia has proven her leadership abilities with every opportunity she’s taken on and she is already driving important innovation initiatives that will help the agency and our clients thrive. She’s the ideal new leader for TBWA\Spain.”