PeoplePress Release

TBWA’s Next unit gains momentum in 2024 with Mikko Pietilä appointed Regional CCXO

HELSINKI, FINLAND — In 2024, the TBWA collective is building up its NEXT unit, which focuses on the experiential marketing of the future. Mikko Pietilä has been appointed as the Regional CCXO of NEXT from January 2024. He will be based in Helsinki.

Brand experience and innovation are the cornerstone of the TBWA collective and will continue to be built upon in the future.

“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”, says Luke Eid, Global Chief Innovation Officer, TBWA\NEXT.


Mikko Pietilä, formerly Executive Creative Director of 180 New York, has returned to TBWA as Regional Chief Creative Experience Officer (CCXO) from January 2024. Pietilä is responsible for the development of the collectives brand experience and innovation arm NEXT in Finland, the Nordic countries and supporting broader Europe alongside the global NEXT team.

“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”, commented Mikko.

Pietilä is based in Helsinki and reports to Luke Eid, Global Chief Innovation Officer, and to TBWA\Helsinki CEO Sami Tikkanen.

“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”, says Sami Tikkanen, TBWA\Helsinki CEO and TBWA\Nordic President.

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