Ricard Valero has been named to lead creative at MullenLowe New York. Valero, who takes on the role of executive creative director, will report to the U.S. CEO Lee Newman. Valero comes over from TBWAChiatDay New York, where he was ECD. He will work alongside MullenLowe NY’s leadership team, managing director Rebekah Pagis and head of strategy Jonny Gadd.
“Part of the appeal of joining MullenLowe New York is the freedom to lead the office with my own creative vision,” said Valero. “I’m allergic to everything that feels corporate in an agency, and Rebekah and Jonny are building an agency that puts creativity at the very heart of every single department. That’s the only way to deliver truly outstanding ideas: when all of us are responsible for the creative product.”
He added, “We need to build an environment where we feel energized by everyone around us and push each other to do better. We need more diverse sensibilities, more passion, and more optimism to enjoy every step of the process. It’s only when we find joy in the work that we come up with the kind of transformative ideas that can have a tremendous impact on our clients’ brands and business.”
Valero spent the past two years leading accounts such as Accenture, Facebook Portal, Mountain Dew Rise, and Henkel and working on the Adidas brand at TBWAChiatDay. His career has spanned notable agencies including Y&R Milan, DDB Europe, BBDO SF, Eleven, and Ogilvy & Mather New York, where he oversaw all creative for Samsung Global. His portfolio includes work for Samsung, Coca-Cola, Mars, Mondelēz, Oakley, Philips, Bacardi, Volkswagen, Audi, VW, Fiat and Alfa Romeo.
“Ricard’s ambition aligns with our mission to be an agency that applies creativity to solve our clients’ most pressing challenges,” said Newman. “Each of our offices has its own creative lead, allowing for autonomy and each team’s unique approach to thrive. With his boundless energy and optimism, Ricard is a perfect fit for MullenLowe New York.”
“Ricard’s passion for ideas that transcend media, for provocative and ambitious big thinking that can hack culture is exactly what we need. His energy is infectious—Jonny and I are stoked to have him at our creative helm as we build the next chapter for MullenLowe NY,” added Pagis.
MullenLowe New York recently garnered numerous creative awards for its work for UN Women. The office landed the network’s first big win of 2021, lifestyle brand American Woodmark, and handles suncare and shaving brands for the global CPG company Edgewell. Its latest campaign for E*TRADE will launch this fall.
Valero has won multiple golds and Grand Prix at the most prestigious festivals in the industry. His work is also in the permanent collection at the MoMA, the Rijksmuseum in Amsterdam, and the Victoria and Albert Museum in London.
In addition to his agency role, Valero is a professor of marketing and branding at City University of New York.
