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TBWA’s ‘disruption master’ Steve Walls shifts base from Singapore to Switzerland

TBWA’s ‘disruption master’ Steve Walls has left Singapore to move with his family to Switzerland. He was hired to the region planning-based role last February.

He will, however, still have oversight over the Asia market. His previous experience in the region includes working for Ogilvy and the Publicis Groupe.

Speaking to Mumbrella, Walls said: “The job and the job title will stay the same. I’ll still be there to help people have, sell and execute ideas that will disrupt categories. I’m moving to Europe to follow my family; that doesn’t mean that I’m leaving Asia.”

Asked if there was or would be someone who would be leading the disruption role locally, Walls said: “I work with teams across the region to find the biggest opportunities, the chance to make the most impact, to help our clients gain a greater share of the future.

“TBWA is the disruption agency; the collective is set up to be disruptive. It’s in the DNA, the people already live and breathe disruption, it’s the culture of the collective. There is no one person in charge of disruption.”

Asked about his proudest moments at the agency in Asia, he said: “There have been quite a few. There’s the big stuff, like the Singapore Airlines win and watching great work from Bangkok, Manila and Tokyo develop into unstoppable ideas.

“We loved doing the modern Muslim traveller piece, the chance to work really closely with Malaysia and Indonesia was great for me.

“Then there’s the small stuff – watching briefs getting spikier, seeing the agency really embrace smart uses of data, getting to brief ‘cats are anarchists’ into the region.”

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