Colle McVoy Bolsters Creative Leadership by Naming Two New ECDs

By Kyle O'Brien 

Minneapolis agency Colle McVoy has named two new executive creative directors to help lead its creative department as they agency looks towards growth in 2022. Gil Muiños has joined the agency from Best Buy while Dustin Black has been promoted from group creative director. Both are tasked with elevating the agency’s creative output, recruiting top talent and taking active roles in new business.

“The combination of Gil’s and Dustin’s award-winning creative chops, wide-ranging experience and contagious passion for great work makes for an incredible leadership alliance,” Christine Fruechte, CEO of Colle McVoy, said in a statement. “We’re thrilled to have them join forces as we continue to evolve the agency, bring more mentorship to our incredibly talented creative team and invest in the depth and diversity of our talent.”

Muiños and Black will also share leadership of the agency’s four cross-functional teams that were mapped out in 2020, and will work with clients to help drive business growth. Colle McVoy onboarded 10 new accounts in 2021, including Anytime Fitness, Zoetis, Blu Dot and Whirlpool. The agency boasts an 85% win rate and is expected to disclose several substantial new business wins in the upcoming weeks, according to the company.


“We’re going into the new year with a ton of momentum and the entire agency is buzzing,” CCO Mike Caguin said in a statement. “Gil and Dustin are top-notch talent and I can’t wait to see what they create for our clients.”

Muiños comes to Colle McVoy with over 15 years of experience with strategy development, concepting, copywriting and execution of brand communications and experiences for brands including Nike, Jordan Brand, Google, Xbox, Red Bull, Quaker Oats and Porsche. He rejoins the agency world, coming from the corporate side at Best Buy where he worked at the retailer’s in-house agency as group creative director, overseeing full-service creative campaigns for the Best Buy Brand, as well as Samsung, Intel and Oculus (Meta) brand initiatives. Prior to Best Buy, he worked all over the U.S. at a variety of agencies. He has been a group creative director at space150 and spent years as a copywriter at mono, Olson (now ICF Next), AKQA in San Francisco and Carmichael Lynch. He was also an instructor at the Miami Ad School in San Francisco and Minneapolis, where he honed his talents for inspiring young talent. His awards include Effies, Clios, D&ADs and Communication Arts.

“There’s an incredible and infectious energy there heading into 2022 and the agency is super well equipped to do great work as we move into the post-pandemic world and adapt to new ways of working,” said Muiños in a statement.

Black has helped lead the Colle McVoy creative department for more than 10 years, most recently as group creative director. He previously worked at mono, Carmichael Lynch and BBDO, along with being a Colle McVoy boomerang. He has been instrumental in helping Colle McVoy win new business and in developing some of the agency’s work for Jackson Hole Travel & Tourism, Children’s Health, 3M, Cenex and the Recreational Boating & Fishing Foundation. He has also worked with brands including MSNBC, Subaru, Purina, Hormel, Caribou Coffee, Tillamook, Blue Cross and Blue Shield and lucy Athleticwear. His awards include Effies, Cannes Lions, Clios, DA&Ds, Communication Arts and The One Show pencils. He also wrote The Book of Spam (published by Atria).

“We’ve built a hell of a team across the agency and I’m excited to step into this role and continue to build momentum,” said Black in a statement.

Colle McVoy has made several leadership appointments in the last year, including promoting Jessica Henrichs to president of the agency and bolstering its media and data science practice.