Maja Pawinska Sims 09 Oct 2023 // 3:15PM GMT
NEW YORK — BCW has made a number of changes to its global leadership – the first significant moves to the senior team since former Google communications head Corey duBrowa took over as the agency’s global CEO from Donna Imperato in August.
There will be two departures from the firm at the end of this year: North America president Mary Corcoran, and Sunil John, president of the Middle East and North Africa, and founder of Asda’a BCW.
John (pictured, left) sold his shares in the company to WPP earlier in the year and will remain in his role as president until the end of 2023. He will help to transition the region and clients to Scott Wilson, a 13-year BCW veteran, who has been promoted to CEO of BCW’s newly-formed EMEA region.
Corcoran joined BCW last year from Real Chemistry, where she was chief client officer. Her next move is not yet known.
DuBrowa said. “I’d like to thank both Mary Corcoran and Sunil John for all of their contributions to the agency over the years – Sunil built Asda’a BCW from the ground up over two decades of effort – and wish them the best in their future endeavors.”
In the US, Kristine Boyden will join the agency in the new role of CEO, Americas, covering the US, Canada, Mexico and Latin America, with oversight of business growth; senior client counsel; and talent acquisition, development and retention. She also has been named a member of BCW’s executive committee and global board.
Wilson (pictured, bottom right) had been BCW’s Europe and Africa president for the past five years. Before that, he was UK CEO and managing director of EMEA at Cohn & Wolfe. Earlier in his career, he was MD of consumer marketing for UK and EMEA at Weber Shandwick and head of media at Porter Novelli. Wilson and John will work together to appoint new leadership for Asda’a BCW.
San Francisco-based Boyden joins BCW after three years as chief communications officer with Cruise, the self-driving automotive company. In that role she built the communications team, an in-house creative studio and cutting-edge media analytics operation.
Before joining Cruise, Boyden spent more than 18 years with Edelman, most recently as president of the agency’s US Western Region, leading more than 650 colleagues and award-winning campaigns. Before that, she spent six years as the global client relationship leader for HP.
Dubrowa said of Boyden: “I’ve had the privilege of working closely with Kristine as a client for several years and have seen up close her rigorous approach to client service and her unwavering commitment to talent development – two things that go hand-in-hand in terms of business growth and the professional advancement of our colleagues.
"She is a consummate counselor who lives and breathes her clients’ businesses – a practice she will further embed across our Americas region. Add to all of this her commitment to creativity that makes an impact on business, and you can see why I could not be happier to welcome Kristine to BCW.”
In addition, Michelle Hutton (pictured, top right) will join BCW by the end of this year as global chief client and growth officer, working with global and regional leadership. She will become a member of the agency’s executive committee and global board.
Hutton spent more than 13 years with Edelman, most recently as vice chair of client solutions for Asia-Pacific, where she led the agency’s top client portfolio which delivered more than half of the regional revenue. She left the firm in June this year.
Before that she was CEO, Australia, Asia-Pacific brand chair, and built a team of leaders across creative, strategy and digital. She also served in senior roles across Europe, including as managing director of global client strategy, chief operating officer for Europe and the Commonwealth, and global consumer practice chair. Before Edelman, Hutton spent 19 years at Hill+Knowlton in Australia and Asia.
DuBrowa said: “Michelle has an impeccable track record of exceeding client expectations at every turn, both in creativity and in results, which has yielded record and sustained agency growth. She will be the perfect partner to our regional leaders in developing new services and solutions for our clients and in embedding a rigorous focus on quality and client satisfaction across everything we do.”
At the same time, Guido Gaona has been promoted to president, Latin America, responsible for all of BCW’s business and talent across Latin America, including BCW Brazil Group which comprises BCW Brazil and Máquina CW. Gaona will report to Boyden, and he will sit on BCW’s executive committee.
Gaona was previously executive vice president, LatAm, for nearly four years, leading BCW’s Mexico market. Earlier, he spent three years as a managing director with BCW Argentina. Before brief stints with PPR Worldwide and SAP in Mexico, he spent seven years with BCW in LatAm, as innovation and technology practice director, Mexico; Colombia market leader; innovation and technology practice chair, LatAm; and chief operating officer in Mexico.
Of Wilson and Gaona’s promotions, duBrowa said: “Over their long careers with the agency, Scott and Guido have more than demonstrated highly successful client management, business growth and talent mentorship. I’m delighted for them to expand their oversight of the business and am very confident in their continued success.”