J. Walter Thompson has appointed Tarun Rai as its new CEO for South Asia, overseeing the WPP ad agency’s operations in India, Sri Lanka and Nepal.

A former J. Walter Thompson executive, Rai left the business in 2008 to take over as chief executive of Worldwide Media, then a joint venture between The Times of India Group and BBC Worldwide.

He succeeds Colyvn Harris, a 35-year J. Walter Thompson veteran, who will assume the role of executive director, global growth and client development, reporting to CEO Gustavo Martinez.

“I am thrilled to welcome Tarun Rai back to J. Walter Thompson,” said Martinez. “[Rai] has the global business acumen and pioneering spirit needed to lead J. Walter Thompson South Asia. He was an important part of our, and now he will be a critical part of our future.”

Rai added: “It’s wonderful to return home to J. Walter Thompson during this pivotal time in the company’s history.

“Being away for a few years has given me an invaluable ‘outside-in’ perspective of the advertising business. Having a chance to head J. Walter Thompson South Asia and work with Gustavo Martinez as he leads J. Walter Thompson into the next 150 years is a huge honour.”

Last year, the agency, until recently known as JWT, decided to revive its classic name J. Walter Thompson in an effort to reignite the “values and soul” of the agency.