Chief Creative Behind ‘It’s a Tide Ad’ Joins Grey Europe

Javier Campopiano takes on new role at WPP agency

Headshot of Javier Campopiano
Javier Campopiano is leaving FCB México to take on a new role at Grey.
Grey

A year after joining FCB México as partner and chief creative officer, Javier Campopiano is taking his talents to Grey Europe.

Based in London and Madrid, he’ll serve as chief creative officer of Grey Europe and global clients, a new title at the agency. In this role, he will be tasked with overseeing creative development on key global accounts and recruiting talent to serve them.

As chief creative officer for Grey Europe, he will work alongside Eduardo Maruri, president and CEO of the agency.

“We are delighted to welcome Javier to Grey,” said Michael Houston, worldwide CEO of Grey Group, in a statement. “One of the world’s most accomplished and charismatic creative leaders, he is renowned for work that entertains, sells and becomes part of the cultural conversation, true to our ‘Famously Effective’ philosophy. We can’t wait to start working together.”

Before joining FCB México last year, Campopiano served as chief creative officer of Saatchi & Saatchi New York, where he helmed the award-winning “It’s a Tide Ad” work for the 2018 Super Bowl. The clever series of spots, which proclaimed that every commercial during the game is essentially a Tide ad if it features clean clothes, won big at last year’s Cannes Lions and D&AD Awards.

“Javier is a creative force with a world-class reputation for innovative, beautifully crafted work,” said John Patroulis, global chief creative officer, in a statement. “Plus, as a proven creative leader he’s a perfect fit for this new role specifically focused on driving creativity and growth for global clients. No one is better suited to deliver on our promise to use the power of creativity to solve business problems and seize new business opportunities as he works top-to-top with clients in our borderless model. He’s a special talent, and we’re lucky to have him.”

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