RAPP hired Lucas Zaiden as creative director in its New York office.
Zaiden joins the agency from AKQA San Francisco, where he spent the past year as a creative director. He previously spent three years as vice president, executive creative director for F360 in his native Brazil, where he worked on the Rio 2016 Summer Olympics campaign for the Brazilian Ministry of Sport. Zaiden also has experience at agencies including Ogilvy&Mather Sao Paulo, Leo Burnett Madrid, DDB Istanbul, BBDO, Havas Digital and IPG in Moscow. Over the course of his career he has worked with clients including Apple, Google, Microsoft, Audi, Burger King, MTV, Unilever, P&G, PlayStation, BMW, Lexus, Jeep, Hyundai, Kia and Mercedes
“While we debate wether we call ourselves agencies, consultancies or studios, one thing will never change: from rethinking a business model to creating meaningful stories everything begins with an insight,” Zaiden said in a statement. “RAPP has in its DNA the constant pursuit to transform data into insights that reflect individual truths, capable of turning reaction into action with world class tools. Adding into that mix creativity is what makes it deliver relevant and long lasting creative products.”