McCann New York Names Lucien Etori Chief Strategy Officer

McCann New York has hired seasoned industry veteran and former head of strategy of R/GA New York, Lucien Etori as chief strategy officer to lead its award-winning strategy team. Lucien will report to Amber Guild, CEO of McCann New York.  

In his role, Lucien will be responsible for spearheading the growth of the strategy department, integrating creative, digital and marketing innovation while fostering collaboration across disciplines. Lucien is part of building McCann New York’s next chapter and continuing to strengthen its capabilities across Audience and Connections and McCann Content Studios.  

“Lucien’s enthusiasm and passion for creativity and culture shines through in every conversation and we are honoured to have him join the leadership team here at McCann New York,” said Amber. “As leader in building our strategy discipline for the future, his vision is one of inclusivity and dynamism, where breakthroughs come from unexpected places and diverse perspectives. We're excited to bring on Lucien at the helm of strategy to partner with our clients and help future-proof their businesses.  

Lucien brings more than 25 years of brand building experience to McCann New York, having held senior leadership roles at top agencies including R/GA New York, where he was most recently their head of strategy. Previous agencies include Havas, Salt Branding, CBX, Interbrand and FutureBrand, now part of McCann Worldgroup. Lucien brings deep expertise in naming and verbal brand development and is known for creating the now ubiquitous name ‘Wi-Fi’ while at Interbrand.  

“I am honoured to join a McCann team that is not just vastly talented, but also very much on the leading edge of change,” said Lucien. “Their work to drive important cultural moments and shift narratives across industries is inspiring. I am excited to continue this work together, and with verve and bravery, help build the next chapter for McCann New York and create meaningful and impactful work for our clients.” 

McCann’s award-winning strategy department has been recognized across industry leading shows including Effies, Webby’s, ANDY’s, One Show and Cannes Lions, among others. The agency’s work on Microsoft’s “ADLaM,” Mastercard’s “Where to Settle,” and Chick-fil-A's “Brake Room” campaigns have brought home numerous awards including most recently Best in Show at the Andy’s for ADLaM, Best Experiential Campaign at the AdAge Creativity Awards for Chick-fil-A, and four Grand Clios for Where to Settle and ADLaM.  

This announcement comes on the heels of the agency being named Creative Agency of Record for Frontier Communications.