MAM
TBWA Worldwide ropes in Troy Ruhanen as president and CEO
MUMBAI: Omnicom Group has a new leader. The media agency has appointed Troy Ruhanen as president and CEO of TBWA Worldwide. Ruhanen succeeds Tom Carroll who will continue as chairman of TBWA Group. Jean-Marie Dru will continue to serve as TBWA Agency Network chairman.
“Under the leadership of Carroll, TBWA is recognised worldwide for its strong culture and award-winning creativity,” said Wren.
“At Omnicom, we place considerable emphasis on succession planning, and Tom and I have long agreed that Troy Ruhanen would be the right person to take the helm of TBWA. His experience in leading Omnicom agencies across geographies and categories makes this a seamless leadership transition that will build upon TBWA’s capabilities and reputation as one of the best in the business,” he added.
Ruhanen joins TBWA from parent company, Omnicom Group, where he was responsible for driving cross-agency collaboration for Omnicom’s largest clients. Prior to this, Ruhanen held multiple senior management positions at Omnicom Group agencies, including chairman and CEO, the Americas, BBDO Worldwide. In that role, he managed BBDO’s operations in North and South America including the Proximity direct, digital and CRM agency network. Previous posts at BBDO include deputy chairman, North America and managing director, New York.
“The opportunity to lead TBWA is a great honour because of the deep rooted creative culture and its unique strategic method in disruption. The willingness to break from convention and the expectation for fresh thinking creates an environment for bolder and more innovative platforms. This attracts talent, unlike others, and produces work that creates a competitive advantage,” stated Ruhanen.
“I love this network and I’m very proud of what we’ve become and more importantly where we are going. Troy and I have worked closely across a number of initiatives this past year and he’s the perfect person to take us to the next level,” commented Carroll.
MAM
Lego brings Messi, Ronaldo, Mbappé, Vinicius together
Campaign clocks 314 million views ahead of FIFA World Cup 2026 buzz.
MUMBAI: Four legends, one frame and not a single tackle in sight. Lego has pulled off a crossover few thought possible, uniting Lionel Messi, Cristiano Ronaldo, Kylian Mbappé and Vinícius Júnior in a single campaign ahead of the FIFA World Cup 2026 only this time, they’re building dreams brick by brick.
Titled “Everyone wants a piece”, the campaign features the quartet assembling a Lego version of the World Cup trophy, before placing miniature versions of themselves atop it, a playful nod to football’s ultimate prize. Shared widely across social media, the ad carries a pointed disclaimer: it is not AI-generated, a subtle but telling signal in an era where even reality is often questioned.
The numbers tell their own story. The campaign has already crossed 314 million views on Instagram across the players’ accounts, with fans hailing it as a rare, almost nostalgic moment particularly for the reunion of Messi and Ronaldo, whose last shared campaign ahead of the 2022 World Cup became one of the platform’s most-liked posts.
Beyond the film, Lego is extending the play with exclusive, player-themed sets tied to each of the four stars, part of a broader football-led programme designed to ride the global momentum building towards 2026. The idea, as echoed by the players themselves, leans into the parallels between football and play experimentation, creativity, failure, and triumph.
Messi described the sets as a way to bring on-pitch moments into an imaginative, hands-on world, while Ronaldo called the transformation into a Lego figure a rare honour, blending sport with storytelling. Vinícius, meanwhile, struck a more personal note, recalling childhood moments of building with Lego and framing creativity as a universal language that transcends borders.
The timing is no accident. With the 2026 World Cup set to run from June 11 to July 19 across the United States, Canada and Mexico, and featuring an expanded 48-team format, global anticipation is already building. Argentina, led by Messi, will enter as defending champions, adding another layer of intrigue.
For Lego, the campaign does more than celebrate football, it taps into its mythology. Because when icons become figurines and rivalries turn into play, the beautiful game finds a new kind of pitch. one built, quite literally, by hand.
