Havas, Barbarian Vet JoRoan Lazaro Heads to BBH New York as ECD

By Patrick Coffee 

The New York office of BBH announced its newest hire, naming JoRoan Lazaro to the executive creative director role.

We last heard from Lazaro in late 2015, when he joined The Barbarian Group as its newest CD to no shortage of lame Superdesk jokes. He later left Barbarian to spend nearly two years at Havas, where he led the digital portion of the IBM account.

The new CD, who started late last year, now reports directly to BBH New York Gerard Caputo, who was promoted to succeed Ari Weiss (now with DDB) last summer.


Lazaro has long specialized in UX work, holding related positions at R/GA, CP+B and The Martin Agency as well as organizations outside the agency world like gaming giant Electronic Arts, VR pioneer Second Life and 90s artefact America Online, where he designed the famous “running man” icon.

His experience is particularly relevant for BBH, whose most visible current client is Playstation.

“JoRoan brings to BBH more than 20 years of in-depth tech and design experience–from VR to AI and Machine Learning to gaming,” said Caputo’s statement. “His deep understanding of design, business and technology will be an immediate asset to our diverse range of clients.”

In turn, Lazaro cited the agency’s “storytelling, driven by powerful creative and strategic thinking” in explaining his move.