FCB New York Names Several New Senior Creative, Strategy Leaders

By Erik Oster 

FCB New York made a series of senior leadership changes with the arrivals of executive creative director Stu Mair, group creative director Gabriel Schmitt and strategy and innovation director Raig Adolfo. The office also promoted Michelle Tang to CMO. 

In her new role, Tang will work closely with FCB New York leadership to bolster its new business practice while expanding relationships with current and respective clients. She reports to FCB New York CEO Karyn Rockwell, who was herself promoted in February.

“I am excited to welcome Michelle, who is already a member of our FCB family, to our New York team,” Rockwell said in a statement. “She has done an excellent job of helping to grow the agency globally, and now I look forward to her working closely with me to strengthen and build our partnerships with new and existing clients. This is an idea- and people-driven business, and Michelle has proven herself to be a terrific and dynamic relationship builder.”


Tang joined FCB Global as VP and director of worldwide agency growth in November of 2012 and was promoted to SVP, worldwide agency growth — her most recent position with FCB Global — two years later. Prior to joining FCB she spent nearly two years with Wunderman serving as director and then VP of business development. She also spent time with Digitas Health, serving as manager and then associate director of business development.

Mair arrives at FCB New York following sixteen years with Grey New York. While with Grey he helped the agency bring home its first Cannes Gold Lion and Emmy Award. He worked with brands including Canon, Dairy Queen, Crown Royal and Pixma.

Schmitt joins the agency following an eight month stint at KBS New York, where he served as creative director on BMW. Prior to that he spent three years as vice president, creative director with FCB Chicago, while working with brands including Valspar Paint and Kolcraft. He joined FCB Chicago from Dentsu’s São Paulo office, where he spent over three years as a copywriter.

gabriel schmidt

“Stu and Gabriel are strong, accomplished professionals who understand what it takes to help a client thrive both creatively and profitably. They understand the importance of pushing for creative excellence, and its role in helping clients to reach new heights,” said FCB New York CCO Ari Halper. “Plus, they are both just great human beings and I am thrilled to welcome them to our team.”

Adolfo joins the agency from Redscout, where he has served as director of innovation strategy since the beginning of 2015, working with clients such as Abbott Nutrition, Marriott Hotels International, General Mills and ShopRite. Before that he spent three years with Grey New York as senior vice president, global creative strategy leader, leading strategy across GSK’s global wellness category. He joined Grey New York from Grey Group Latam in Mexico City, where he served as regional head of strategy for two years. Prior to that he spent two years as group head of strategy at Grey Group Brazil. 

“Raig brings an impressive skill set to the team. Throughout his career, he has led strategy for many of the world’s top brands, across major markets spanning New York and Latin America, and, in his most recent role, he has demonstrated a keen eye for identifying and activating new opportunities for clients,” added FCB New York CSO Deb Freeman. “He brings an expert background rich in holistic, strategic and innovative thinking.”

In May, FCB New York made a small round of layoffs in the interest of increased efficiency.