Bainsfair moves from president of Northern Europe, where he has been for the past three years, to take the expanded role.
His new role will mean he is responsible for day-to-day operations across the entire region, reporting to Jean-Marie Dru, the president and chief executive of TBWA\ Worldwide. Love also reports directly to Dru and will be based in Tokyo. A central part of his role is to oversee TBWA's relationship with its largest global client, Nissan.
Love was previously the vice-chairman, international, of Saatchi & Saatchi.
Before joining Saatchis in 1999, Love spent ten years with DMB&B, where he was a member of the worldwide board of directors and oversaw the global Pillsbury and Procter & Gamble accounts.
Dru said: "Tim Love is one of the most outstanding executives in the industry, with an exceptionally strong record of helping global clients build their businesses. I am extremely happy he has agreed to join us. There is a great deal he will bring to TBWA."
Love joins a newly formed executive committee designed to run the agency worldwide. This will include: Dru; Bainsfair; Lee Clow, the chairman and chief creative officer; Tom Carroll, the president, Americas; Keith Smith, the president, Asia-Pacific, and Jonathan Ramsden, the chief financial officer.