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    Home » Mikko Pietilä Named Regional Chief Creative Experience Officer of TBWA’s NEXT Unit

    Mikko Pietilä Named Regional Chief Creative Experience Officer of TBWA’s NEXT Unit

    By SHOOTMonday, January 15, 2024Updated:Tuesday, May 14, 2024No Comments1113 Views
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    Mikko Pietilä
    HELSINKI, Finland --

    Mikko Pietilä has been appointed the regional chief creative experience officer (CCXO) of the TBWA collective’s NEXT unit, which focuses on the experiential marketing of the future. He will be based in Helsinki and report to Luke Eid, global chief innovation officer of TBWANEXT, and Sami Tikkanen, TBWAHelsinki CEO and TBWANordic president.

    Formerly executive creative director of 180 New York, Pietilä has returned to TBWA and becomes responsible for the development of NEXT in Finland, the Nordic countries and supporting broader Europe alongside the global NEXT team.

    “Our global innovation and brand experience arm NEXT is a big focus area for the TBWA collective globally in 2024. Helsinki has been a key player when it comes to innovative work, and now it’s time to extend the market’s know-how more widely across our collective. It’s great to have Mikko back, a person that has had a strong influence on the innovative reputation of the Helsinki office,” said Luke Eid, global chief innovation officer, TBWANEXT.

    Pietilä stated, “The playground for future brand experiences is expanding faster than ever, and NEXT is the connecting thread in our collective, a single entry point to our global experience and innovation capabilities. Our Helsinki office has pioneered innovation and produced work bigger than the region itself already for years, so naturally they will play a key role in the equation of experiential expertise in the future as well. I am proud of the position Helsinki has achieved, and excited to be a part of the evolution of our brilliant collective.”

    Tikkanen added, “It is important for us that know-how and experts move within the TBWA collective. We actively invest in new ways of brand building outside of traditional paid media. We just launched the earned media creative agency, Eleven, and now we are strengthening NEXT’s ranks internationally.”

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    Category:News
    Tags:Luke EidMikko PietiläSami TikkanenTBWATBWANEXT



    George Clooney Doesn’t See Jay Kelly When He Looks In The Mirror–But The Role Sparks Some Reflections

    Thursday, December 4, 2025

    George Clooney is not Jay Kelly. That much he is sure of. But when a famous movie star of a certain age decides to take on a role as a famous movie star of a certain age, full of regrets and realizing that he's missed out on so much of his own life in pursuit of greatness and fame, it does invite some questions. Clooney, 64, wasn't thinking about all that when Noah Baumbach called him about the part. He was just thinking about how hard it is to get good roles the older he gets. "I was predisposed to want to do it before I even read it," Clooney said in a recent interview. He wasn't the only one. Adam Sandler, Laura Dern and Billy Crudup were just a few of the many stars of "Jay Kelly," streaming on Netflix on Friday, who pretty much signed on script unread. Baumbach's name, as the writer-director behind "Marriage Story" and "The Squid and the Whale," has that kind of effect on actors, from those he's worked with before, to those who've just admired him from afar. "Jay Kelly," which Baumbach wrote with Emily Mortimer, wasn't just a clever character study but a lovingly clear-eyed portrait of the strange business of Hollywood moviemaking and the personalities involved — the managers (Sandler), the publicists (Dern), the makeup artists (Mortimer), the best actor from acting class who didn't make it (Crudup), and, of course, the one who did (Clooney). "It's so lush in its appreciation for the sort of carnival life of actors and the proximity to some kind of gilded, glorious life that's always tantalizingly close," Crudup said. "We use movie stars as some kind of analogy about what it means to be successful and have a happy life, when in fact, that's smoke and mirrors. And if you're too busy looking out for that, you're gonna miss the life that you... Read More

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