Joan Creative Hires Abe Baginsky as Executive Creative Director

By Kyle O'Brien 

Joan Creative has hired Abe Baginsky as the agency’s second executive creative director. In the role, Baginsky will report to Joan’s co-founder and chief creative officer Jaime Robinson and work alongside Lauren Costa, who was appointed executive creative director last year. Baginsky was hired to help with an expanded workload, brought about by the agency adding nearly a dozen new clients in recent months.

Baginsky most recently worked as a freelance ecd for 72andSunny, Publicis Groupe, Netflix and Ogilvy. Prior to that, he was creative director at Mother and before that was a creative director at Ogilvy for seven years.

“Abe is a killer creative and an even better creative leader. He pushes the entire team, across departments, to bring their most daring creative selves.” said Robinson in a statement. “He’s insanely strategic. Wildly innovative. But it’s his love of surprising people that creates the work that gets brands noticed today.”


While at Ogilvy New York, he created Coca-Cola’s “Taste the Feeling” global platform. He also created T-Mobile’s “Are You With Us?” platform at Mother New York and developed Stella Artois’ “Change Up the Usual” Super Bowl campaign, which brought Sex & The City’s Carrie Bradshaw and The Dude from The Big Lebowski together for charity.

Baginsky’s work has won awards, including Cannes Lions, D&AD, One Show, The Webby’s and The Clio Awards.

“I first met Jaime a few years ago around the time of Joan’s launch, and I was blown away by her energy, creativity and relentless optimism. I instantly knew I wanted to work with her,” said Baginsky. “I’m so excited to be at a place that is truly independent, feels like a family environment and authentically embraces diversity as part of its DNA.”

Baginsky’s creativity comes from a passion for science and technology, drawing on quantum physics, color theory and synesthesia to create unique work.

The agency has recently released campaigns for Facebook Company (Meta), Sheetz, Virgin Hotels and Hewlett Packard Enterprise.