Photo: Javier and Susan
FCB global chief creative officer Susan Credle, together with FCB Mexico President Eric Descombes, today announced that Javier Campopiano will join the agency as partner and chief creative officer. Campopiano will spearhead the creative direction of FCB Mexico in Latin America and beyond across the agency’s full roster of over 20 clients, including a portfolio of 70-plus important global, regional and local brands.
“I met Javier in Miami, right after joining FCB. Javi had just left FCB. One evening of conversation, and I thought, ‘How do we get him back?’ I want to work with this talented, intelligent, compassionate human being,” said Credle. “Javi is wicked clever and pushes the boundaries of advertising. I don’t know many people who could have pulled off ‘It’s a Tide Ad.’ I love the bravery of doing something so meta on one of the world’s biggest advertising stages. Javi is truly a modern storyteller, and I’m so happy he will be telling these amazing stories for our clients at FCB.”
Campopiano joins FCB Mexico from Saatchi & Saatchi New York, where he held the position of CCO since 2016, after previously serving as CCO of Saatchi & Saatchi’s Multicultural Agency – Conill Saatchi & Saatchi and Saatchi & Saatchi Latinoamérica – based in the Miami office. Throughout his tenure at Saatchi, Campopiano was credited with reviving the network’s creative reputation in the U.S., by producing award-winning work for clients such as Toyota, Walmart, Tide, Crest, Head & Shoulders, Pampers, NDSS, USAA and T-Mobile. He was the mastermind behind the standout Super Bowl Tide campaigns “Bradshaw Stain” and “It’s a Tide Ad,” as well as “The Receipt” and “The Box” for Walmart at the Oscars. In 2017, he led Saatchi NY to one of its best years at Cannes in history, with 13 Lions – five of them Gold.
His new role as CCO of FCB Mexico marks Campopiano’s return to FCB. In 2012, as CCO of FCB New York, he earned the distinction of being one of the few Hispanics at the creative helm of a flagship office in a major international corporation. He headed the team behind the successful “The Real Cost” brand for the FDA’s first anti-tobacco campaign aimed at teens, after having previously led FCB Buenos Aires to become the most-awarded Argentinian agency at Cannes 2012. During this time, Campopiano also served as Regional Executive Creative Director of FCB Latin America.
“Javier is a best-in-class creative leader and a true pioneer. Not only is his work highly awarded, it is also highly effective. He has the innovative mind, insightfulness and global experience needed to connect with consumers and to take our agency and client work to the next level. I am excited to partner with such top-tier talent within FCB Mexico as we continue to chart our creative course,” said Descombes.
Campopiano’s over 20-year career spans time at agencies JWT, Ogilvy and Del Campo Nazca, where, as Regional Creative Director, he helped the latter agency secure the title of Argentina’s Agency of the Year three years in a row, working with clients such as Ariel, Pampers, Head & Shoulders, Cerveza Andes and Norte. Campopiano began his career in advertising as part owner of a small design and communications boutique in Buenos Aires.
Campopiano has received over 40 Cannes Lions throughout his career, including an Outdoor Grand Prix for Andes’ “Teletransporter.” He has been a juror at Cannes, The One Show, Clio, The New York Festivals, Wave, FIAP, El Ojo and Festival de Antigua, and has served as president of the out-of-home jury at El Círculo de Creativos Argentinos.
“FCB Mexico has proven itself as a strong player in a highly demanding market, and I am excited to lead the charge alongside Eric to take the agency to the next level, both regionally and abroad,” remarked Campopiano. “After many years in the States, I am thrilled to return to Latin America – and the FCB network – and to team up with such dynamic forces as Eric, Susan and the FCB creative leaders around the world. I am bringing with me the experience in one of the biggest and most challenging markets in the world, where I was able to create some of the best work of my career.”