TBWA\Zurich strengthens Data and Strategy with Elias Castson and Arik Leeb

41-year-old Elias Castson has come on board to strengthen TBWA\'s Digital Unit and will take the lead in expanding the data-driven creation area at the Seefeldstrasse location. Most recently, the Canadian led the "Data & Analytics" team at MediaCom Zurich and is also otherwise a digital all-rounder with a high level of technological and brand strategy expertise. "Whether strategy, media planning or creation. Clients and agencies benefit equally from data. Processes become more efficient, target groups are addressed more precisely and social trends are anticipated much earlier, making communication as relevant as possible," Castson is quoted as saying.

For the new Strategy Director Arik Leeb, who is moving from Shanghai to Zurich within the TBWA network after seven years in China, data-based insights and strategies were part of his daily toolkit. Leeb was most recently responsible for the budgets of Procter & Gamble, Adidas and Huawei.

"Today, brands are competing with the entire cultural environment. With in-house data tools like Backslash, we know which topics are relevant for which target groups and can react to them in a data-based and almost real-time manner with the Disruption Live tool, which is also in-house. With Elias and Arik, we were able to gain two minds that can put these tools to optimal use for our clients," adds Matthias Kiess, CEO of TBWA\ Zurich.