Daniel Lobatón has been promoted from executive creative director to chief creative officer of Saatchi & Saatchi New York.
He replaces Taras Wayner, who left the agency in October to join Wunderman Thompson North America. According to Saatchi & Saatchi New York, Lobatón’s appointment marks the first time the agency has given the top creative role to someone internally.
Lobatón joined Saatchi & Saatchi New York in 2017 as creative director. Prior to that, he’d held creative director positions at agencies including Third Ear (previously LatinWorks) and VMLY&R. At Saatchi & Saatchi New York, he helped create Tide’s popular “It’s a Tide Ad” campaign starring David Harbour that ran during the Super Bowl in 2018. He also worked on Tide’s “Laundry Night” campaign, which aired last fall.
Additionally, he’s led creative efforts for the National Down Syndrome Society, including a campaign that debuted last year that dispels stereotypes about people with Down syndrome.
In his new role, he will report to Saatchi & Saatchi New York CEO Andrea Diquez. She said Lobatón’s “dedication to his craft and transformative approach” make him the right fit for the job, especially in these uncertain times.
“I have loved working with Daniel over the last three years and have watched his natural creative talent and leadership skills grow and evolve with each and every project he’s been involved in,” Diquez said. “He has a very diverse background, which I think is key in times like these. Right now, our clients need creativity, speed and resourcefulness like never before. While we had planned to make this announcement under better circumstances, we are proud to have him as our chief creative officer as we navigate a new reality.”
According to Saatchi & Saatchi New York, he will continue to play an “integral role” on the agency’s Tide team in addition to his leadership duties.
“With Andrea, we’re building a culture that revolves around ideas, collaboration and pushing the boundaries of what advertising can do,” Lobatón said. “This past week, our teams have moved fast to bring creative solutions to our clients.”