Periscope Hires Mike Caguin as Chief Creative Officer

Veteran Minneapolis creative Mike Caguin is leaving his longtime professional home at Colle McVoy and moving across town to creative agency Periscope to be its next chief creative officer, effective Feb. 14. Caguin will oversee Periscope’s creative output, including advancing its creative, design and production departments, as well as supporting new business and agency marketing. In an interview with Adweek, Caguin said he decided to join Periscope as part of his personal journey and also because of the potential he sees at the agency. “At Periscope, president Cari Bucci-Hulings and team have created real momentum and good mojo in a very short time," he said. "Most of the leadership is relatively new, so to be part of that fresh energy leading an agency through transformation is very appealing. What’s more is that I know the existing talent is more than capable of delivering bold, smart thinking, and we’re going to add more great minds this year." Caguin also lauded Periscope’s DEI efforts. He said the agency is doubling down on its diversity efforts through a continued partnership with Lauren Tucker and Do What Matters, as well as its internal initiatives spearheaded by Nicole Horton, senior director of talent and culture at the agency. Caguin is board chair of The BrandLab, an organization with a mission and model to change the face and voice of the marketing industry by providing exposure, access and opportunity for high school and college students while promoting equity. At Periscope, he will play a significant role in supporting DEI efforts and connecting them to the agency’s creative output to help build a cohesive vision for the future. “My passion for diversity, equity, inclusion and belonging grows every day because it’s clear to me that it’s an industry, business and societal imperative,” Caguin added. Early in his career, Caguin worked at Olson (now ICF Next), then joined Colle McVoy for a two-year stint before moving to BSSP. Caguin rejoined Colle McVoy in 2006 as group creative director, worked his way up to executive creative director in 2009 and took over the chief creative officer role in 2012. There, he led creative and production on brands including 3M, Anytime Fitness, Caribou Coffee, Cub Cadet, Indian Motorcycle, Land O’Lakes, Nestlé Purina and Target. His many accolades include Cannes Lions, Creative Media Awards, D&AD, Communication Arts, Effies, Jay Chiat Awards, ADDYs, One Show and Webbys. “Colle McVoy is a great agency with a bright future, and I’m forever indebted to CEO Christine Fruechte for promoting me from within nearly 13 years ago and showing me how to lead the right way,” Caguin said. Periscope’s previous CCO, Peter Nicholson, who was the first chief creative officer at the agency, left in May 2021. His departure followed rounds of layoffs at the agency in 2020, as well as a public walkout by employees over the actions of parent company Quad after diversity issues were raised. Those issues were addressed and an agreement was reached between Periscope and Quad on how the formerly independent agency operates within its parent company. Caguin even cited his eagerness to work with Quad “by contributing to the company’s sophisticated offerings, including advancing Quad creative services and forging relationships with complementary agencies within the network.” Bucci-Hulings said in a statement that Caguin is a well-respected creative with extensive integrated experience: “His highly collaborative and compassionate leadership style will be a boundless asset for our clients and culture. We cannot wait to partner with him to bring fresh thinking for the brands we serve at Periscope and the robust offerings of Quad.” Independent Agency Periscope Acquired by Printing Company Quad/Graphics for $132 Million