Javier Campopiano, Grey Worldwide chief creative officer has won the new position of global chief creative officer for McCann Worldgroup and McCann. He will report directly to McCann Worldgroup chief executive officer, Daryl Lee, who also serves as chief executive officer of the McCann agency, and will join the company later in 2023. Campopiano will lead creative across the entire McCann Worldgroup global network of 16,000 people in 100+ countries.
Campopiano gained worldwide fame for his role creating the It’s a Tide Ad campaign, which swept the award shows in 2019, winning a Black Pencil at D&AD, a Titanium Lion, and the 2019 Grand Effie, among others. More recently, his non-traditional efforts for Pringles included the first character who left a videogame to interact with gamers in real life, and a competition that offered one person the chance to get paid to work inside a video game as a non-playable character. In December, he spearheaded the Christmas Always Finds Its Way short film trilogy for Coca-Cola in partnership with Amazon and Imagine Entertainment, pushing the boundaries of creative formats into a new world of brand storytelling.
Campopiano was a pioneer of branded content with his early work for Walmart, commissioning short films centred on the arrival of the Walmart delivery box from three directors, Nancy Meyers, Dee Rees and comedian Melissa McCarthy. His work covers the world’s biggest global brands, such as Volvo, Oreo, Crest, Ariel, Carlsberg, Nivea, Toyota, Sprite and Coca-Cola.
Lee stated, “I am super excited to get to work with Javi. He is a kindred spirit from the southern hemisphere, making his mark on the global stage through ideas that shape the world for the better. His creativity has no boundaries, his work defies categories, and he has the recognition to prove it. But most of all, he understands that a democratic culture of deep inclusion will define the next generation of creativity in our industry. I am delighted he will get to build on that culture at an epic scale here with us at McCann Worldgroup.”
The combined chief creative role represents the company’s latest move to align all the solutions in the McCann Worldgroup network with the creative agency, McCann. Campopiano will work closely with Suzanne Powers, who was recently elevated to chief product officer, McCann Worldgroup, to drive product excellence, ensuring the entire organisation is aimed at making, nurturing, and evolving its collective creative product.
Campopiano commented, “The last four years have been amongst the most fulfilling of my career, and since I met Daryl and the team, I haven’t stopped thinking of the endless possibilities of joining one of the most complete and exciting assemblies of brands and talent in our industry. These days we all have two jobs in advertising – to create excellence for the assignments we work on and to make our industry a talent magnet again. And McCann Worldgroup is an exciting place to make these things happen.”
Before he joined Grey in August 2019, Campopiano was chief creative officer at Saatchi & Saatchi North America, where he transformed the creative reputation of the New York flagship office. He began his career at Ogilvy Argentina and went on to become regional creative director in Latin America for Ogilvy, Saatchi & Saatchi and FCB before moving to the US to become chief creative officer of FCB New York.
