Pereira O’Dell has named Juliana Constantino as executive creative director amid a bigger transformation on the independent creative agency, in keeping with details shared with Marketing Dive. Constantino joins the shop from Meta Platforms, where she worked for eight years, most recently serving as global creative product lead for the Instagram Creative Lab.
In her latest role, Constantino sits on Pereira O’Dell’s creative leadership team comprised of Chief Creative Officer Rob Lambrechts, Co-Executive Creative Director Jason Apaliksi and agency Co-Founder and Creative Chairman PJ Pereira. Constantino’s purview spans the corporate’s national client roster, which incorporates brands like Mini USA, Adobe and IHOP.
The hire comes because the agency, which sold a minority stake to Germany-based Serviceplan Group in 2020, shifts from a bicoastal to national focus, a process that began earlier this 12 months. Agency founders Pereira and Andrew O’Dell praised Constantino’s background with social media and fostering connections with “Maker Culture,” in addition to her ability to wed data with creativity.
“With Juliana’s background, we couldn’t select a more perfect person to lead us into the following chapter of Pereira O’Dell,” said O’Dell in a press statement.
Among other duties, Constantino will help Pereira O’Dell strategize across the growing importance of artificial intelligence (AI). Other, larger agencies are investing heavily within the sector, viewing it as a promising option to speed up production and increase operational efficiency. At the identical time, the trend has stoked fears that traditional creative talent might be diminished or replaced by automation. WPP, the world’s largest ad-holding group, earlier this summer partnered with Nvidia to develop a content engine powered by generative AI. Constantino sounded bullish on AI’s prospects.
“Processes like prototyping and execution have gotten easier, freeing up space for our ideas to soar,” said Constantino of AI within the announcement. “We are witnessing the emergence of a latest level of creativity unlocked by technology. Or the opposite way around. And we would like to be in the motive force’s seat.”
Constantino’s past experience familiarized her with integrating and promoting latest technology. At Instagram, the chief led the go-to-market strategy for features including IGTV, Stories and Reels. The latter, a TikTok lookalike, has turn into a core focus at Meta as more user attention turns to short-form video.
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