TBWA\Chiat\Day LA Names Cabaysa MD for Gatorade

The appointment places him in charge of the brand’s US and global brand initiatives, while he reports to agency President, Luis DeAnda

TBWA\Chiat\Day LA has appointed Jerico Cabaysa as Managing Director to its Gatorade business, an account which has been with the firm since 2008. In the role, he will report to agency President, Luis DeAnda and lead the team on all U.S. and global brand initiatives.

The move marks a return to TBWA\Chiat\Day for Cabaysa, who began his career at the agency working as an account executive on the PlayStation, XM Satellite Radio, and Rock the Vote accounts. He re-joins the outfit from Wieden + Kennedy New York, where he was Account Director on the Jordan and Sprite brands.

“As Gatorade continues its evolution from beverage to bona fide athletic brand, I know that Jerico will bring passion, brand smarts, and a fresh perspective to the business and to our agency. We are thrilled to have him back in the building,” said DeAnda.

Notably, he led the core team that produced Jordan’s acclaimed #RE2PECT integrated campaign to honour Derek Jeter’s retirement season. Prior to W+K, Jerico was an Account Director at 180LA, where he spearheaded the adidas basketball account and helped launch NBA great Derrick Rose’s signature shoe.

Meanwhile, he spent time on the client side when he worked as Global Marketing Director for Oakley, leading advertising and creative execution for the brand. A native of California, Cabaysa graduated from California State University in Long Beach. His first day at TBWA\Chiat\Day has been set for 16 November 2015.