FCB New York
Wed, 08 Apr 2020 11:06:10 GMT
FCB today announced that Samira Ansari has joined FCB as an executive creative director based in its New York office.
Samira will serve as the creative lead on the agency’s recently won Mike’s Hard global assignment, focusing on brand positioning and creative. She will also spearhead new creative for Michelob ULTRA – continuing FCB’s platform work for the brand during Super Bowl LIV (with a spot featuring Jimmy Fallon in his Big Game debut) – and will be the creative lead on the agency’s AB InBev Beyond Beer portfolio, covering brands including BON VIV, Cutwater, Social Club, Kombrewcha and Rita’s.
“Samira approaches problems from a business-first perspective, which is something we at FCB believe makes for the most successful creative work,” said Gabriel Schmitt, FCB New York co-CCO. “On top of that, Samira is a great human being with a unique cultural background, and I know she will bring a new energy – as well as incredible talent – to our team in New York.”
Gabriel added that he believes Ansari’s nimbleness and wealth of experience make her particularly well-suited to represent FCB’s Beyond Beer portfolio, as she is ‘skilled at handling the pace and dynamism’ of global brands like AB InBev.
With more than 20 years of industry experience across three continents, Samira joins FCB from Johannes Leonardo, where she oversaw Mass Mutual and Gap as group creative director. Samira has also held creative roles at agencies including Grey Group, Leo Burnett New York, TBWA\Chiat\Day, J. Walter Thompson and Saatchi & Saatchi Paris.
Some of Samira’s career highlights include taking Pringles to the Super Bowl for the first time ever, re-launching the Ariel/Dash/Tide brand throughout Europe and creating a brutally honest, award-winning campaign for U by Kotex that revamped the female sanitary product market.
“What an incredible time to join FCB New York,” said Samira. “From its brilliant, forward-thinking leaders, to its out-of-the-box, business-driving creative ideas, the agency is on an unstoppable streak. I look forward to collaborating with the team and continuing to push the boundaries even further as to what’s possible for our clients.”