After a brief run on the client side, Nancy Reyes is back in the agency business, signing up with TBWA\Chiat\Day as managing director of its New York operations.
Last September, Reyes joined Verizon as vp of marketing creative after the closure of Goodby, Silverstein & Partners's New York office, which she helped launch in January 2013.
In her new role at GS&P's sister Omnicom agency, Reyes assumes top responsibilities previously handled by Rob Schwartz, who became the New York office's CEO in early 2015 after the exit of Robert Hardwood-Matthews, who previously served as president. Reyes is Schwartz's most senior hire to date although late last summer he was part of the effort to recruit Ogilvy's Chris Garbutt to TBWA as CCO for the New York office and global creative president, TBWA Worldwide.
Reyes' appointment comes after TBWA\C\D's New York team won eight pitches in the past year, including GoDaddy, Canadian retailer Sport Chek, and various projects from Merck. Other roster clients include Travelers Insurance, H&M, Thomson Reuters and McDonald's.
"Nancy is a rare combination of leadership, creative taste and great business acumen," Schwartz said in a statement. "And she can easily put herself in any client's shoes because she's worked client side, too."
Most of Reyes' advertising career was spent in GS&P's San Francisco office, where she worked for 11 years on accounts like Adobe, Frito-Lay, Google, Comcast and HP. (She led the team that produced HP's "The Computer Is Personal Again" campaign, which won Gold at the Effies.) A graduate of Harvard University, Reyes began her career in New York City at Ogilvy & Mather and D'Arcy Masius Benton & Bowles working on IBM, along with Procter & Gamble brands including Folgers, Pampers and Crest.
TBWA has publicly pledged to increase women in agency leadership roles across the board by 20 percent over the next several years. In addition to Reyes joining as managing director in New York, effective May 9, the agency recently hired creative director Trish Schmitt and promoted Lauren Niemcewicz to managing director of TBWA's performance marketing arm, called Engage.