As President of TBWA\Media Arts Lab, Erica Hoholick runs the global network of agencies that is responsible for one of the most iconic brands in the world, Apple. Erica has been called a "change agent,” an "iron hammer in a velvet glove" and "the ultimate optimist.” While these all ring true, they all also make up what is necessary to transform some of today’s biggest brands. Throughout her career, Erica has lead teams to reinvent and reinvigorate brands to create new growth and consumer love. She has worked with some of advertising's best creative minds to unleash some of the most disruptive and game changing brand experiences the marketing world has seen on global brands like Dove, Pepsi, Gatorade and P&G Brands. Globalization, the changing media landscape, and the role technology now plays in the creative process has given brands unprecedented opportunities and Erica thrives on being at the forefront to lead that change.