LePub New York Metropolis, the worldwide boutique community’s new U.S. hub, has appointed Jim Curtis as chief inventive officer.
Curtis, most lately world govt vice chairman and govt inventive director at McCann Worldgroup, will take the reins on Might 27 and report back to LePub’s world CEO and chief inventive officer, Bruno Bertelli.
“Jim Curtis is a dynamic power within the inventive world,” stated Bertelli in a press release. “Together with his huge expertise main transformative work for world manufacturers, Jim’s capacity to mix creativity with cultural perception can be invaluable as we proceed to push the boundaries of inventive excellence.”
A adorned inventive chief who holds a Cannes Titanium Lion, a number of D&AD Yellow Pencils, and Effie golds, Curtis has steered main campaigns for shoppers throughout industries from QSR to telecom to attire.
“The chance to assist construct a creatively-led boutique workplace from the bottom up in one of many world’s best cities, with two iconic manufacturers as basis shoppers, was simply too good to cross up,” Curtis advised ADWEEK. “I’ve at all times admired LePub’s work from afar. It’s clear they apply creativity solely in service of the enterprise issues and alternatives of their shoppers.”
Curtis joins at a pivotal second for LePub, which formally set up shop in New York in January with Heineken and Barilla as founding shoppers. He’ll work alongside president Lea Mastroberti and chief technique officer Katy Alonzo to ship what the company calls “culture-driving creativity at scale.”
LePub, a part of Publicis Groupe, has constructed a reputation mixing creativity, knowledge, and know-how. However Curtis sees room to evolve that mannequin for U.S. shoppers. “We’ll nonetheless be doing it the LePub manner,” he stated. “Nevertheless, the place we might differ can be within the taste of the execution and bringing a hyper-local method to world traits in our NYC and American markets.”
Backed by Publicis, LePub presents a mixture of agility and scale—one thing Curtis has expertise navigating. “Up to now, I’ve labored at each independents and large community companies,” he stated. “To me—and to shoppers—LePub possesses one of the best of each worlds: the firepower and capabilities of a community, with the agility and fierce, single-minded focus of a smaller impartial.”
The problem for manufacturers immediately, he added, isn’t nearly breaking by the noise, however avoiding inventive excuses. “The advertising panorama immediately is infinitely extra advanced than it was just a few years in the past,” he stated. “Nevertheless, with this growing complexity has additionally come extra accessible excuses when your communications are swallowed up by the algorithm, leaving zero cultural ripples in its wake.”
