22squared Hires Matthew Zaifert as Its Newest Creative Director

By Erik Oster 

Independent agency 22squared appointed Matthew Zaifert as a creative director. In the role, he will work out of 22squared’s Tampa office across the several of the agency’s key accounts, while reporting to executive creative director Kevin Botfeld

“Matthew is an extremely talented, no ego creative writer, with a breadth of big brand experience. He’s exactly the type of leader and enthusiastic storyteller we were seeking for the growth of our clients and agency,” Botfeld said in a statement. “We’re excited to welcome Matthew to the 22squared family.”

Zaifert joins 22squared from Publicis New York, where he has spent over two years as a creative director, working with brands including Wendy’s, Cadillac, and Samsung. Before Publicis he spent eight years as an associate creative director with BBDO New York, working with such brands as AT&T, Snickers, M&M’s, Footlocker, Autism Speaks, and Mountain Dew, winning several Cannes Lions for his work on Snickers and AT&T. Prior to that he served a short stint as a copywriter with mcgarrybowen.


The Atlanta headquarters of 22squared has also made several additions to its creative department in recent months since promoting John Stapleton to CCO in the same move that sent Botfeld to Florida. Albert Patton moved over from R/GA to run the team in April, and the indie shop hired Bryan Lee (formerly with BBDO Atlanta) as CD last month.