Greek yogurt brand Chobani announced today that Leland Maschmeyer will be the brand's first chief creative officer, effective Aug. 1. He will report to the brand's chief marketing and brand officer Peter McGuinness.
Most recently, Maschmeyer worked with brand consultancy Collins as the company's chief creative officer. He will remain on the brand's board of directors for the time being.
"He's a very sound strategic thinker, which I like. He's an amazing creative person and creative thinker. He's got great design instincts. These are all qualities and traits that we love at Chobani and hold in high regard," McGuinness said.
Recently, the brand hit its highest share in company history while continuing to see success with new product launches from Chobani Flip to Drink Chobani blended beverages. Chobani saw that as the perfect opportunity to continue strengthening the brand and strengthening the team with this new CCO hire. "You strengthen your team when the going is good, you don't wait," McGuinness added.
Maschmeyer will oversee all creative work, but that doesn't mean that the brand will stop working with outside agencies, but rather will work to a strike a balance between in-house work and outside work. Agency Opperman Weiss just worked with the brand to release a massive Olympics push—with spots featuring some Team USA athletes and hopefuls including Ashton Eaton and Alex Morgan—one of the brand's biggest marketing pushes to date.
While he's in charge of all things creative from TV spots to social posts, Leland will also be working closely with McGuinness to build open existing and emerging platforms for the brand. The hope is that he will help build out a creative capability for the brand that could, "span writers to graphic designers to industrial designers to videographers," according to McGuinness.
"Chobani stands in a rare class of companies that has the ambition to impact culture, the craftsmanship to produce admired products, the proven ability to fearlessly innovate, and the foresight to put design at the heart of all it does. That's why it's iconic and beloved by millions. It's a once-in-a-lifetime opportunity to help a company of this stature transform into a leading natural food company," Maschmeyer said in a statement.