Juuso Myllyrinne Rejoins TBWA as Global Head of Performance Marketing

TBWA\Worldwide has announced that Juuso Myllyrinne is rejoining the collective as the Global Head of Performance Marketing. Myllyrinne will lead TBWA's burgeoning performance offering, bringing a data-informed approach to creative, with the goal of increasing the impact of the collective’s output. 

Previously Global VP, Digital and Head of Strategy for TBWA's Digital Arts Network (DAN) in New York, Myllyrinne is returning after two and a half years at Wargaming, a global game development company best known for its game World of Tanks. At Wargaming, he served as Global Head of Marketing and PR, leading their performance-first approach. 

"We’re always happy to welcome back our stars,” said Troy Ruhanen, President and CEO of TBWA\Worldwide. “Juuso is an innovator at his core, and his experience in a field that has been pioneering advanced performance marketing coupled with his knowledge of Disruption will be a tremendous asset for our global brands." 

“With the rollout of precision marketing platforms like Omnicom’s Omni we have the ability to create highly personalised consumer experiences across everything we do for our clients,” said Luke Eid, President, Digital and Innovation for TBWA Worldwide. “Juuso’s experience in the field and his history with TBWA will ensure our creative and strategic product is evolving in lockstep with the tech and data capabilities we can now provide to our clients.” 

"In gaming you create the world that your customer lives in and this lets you have perfect understanding of their behaviour. That’s why the gaming industry is at the forefront of performance marketing,” said Myllyrinne. “These companies see impact for every penny spent, building extremely loyal customer bases along the way. There are enormous opportunities to apply this kind of thinking to brands in unconventional ways. I look forward to starting a new chapter with the TBWA collective and continuing to help our clients innovate on this front."