Saatchi & Saatchi New York has elevated Daniel Lobatón from executive creative director to chief creative officer. This promotion is the first CCO appointment from inside the agency. 

Since joining Saatchi New York as a creative director in 2017, Lobatón has been a part of developing groundbreaking work for Tide, including the “It’s A Tide Ad,” “Thursday Night Tide Ad,” #LaundryNight and #LaundryLater campaigns. Lobatón has also been instrumental on Olay as well as other key client business over the course of his tenure.

Prior to his time at Saatchi New York, Lobatón held copywriting and creative director positions at VML, LatinWorks and Young & Rubicam. He holds a bachelor’s degree in Advertising and Media from the University of Lima and a Master’s in Marketing and Product Management from IAE Gustave Eiffel School of Management in Paris, France.

In his new role, Lobatón will report directly to CEO Andrea Diquez and will partner with the agency’s creative leaders across the portfolio. In addition to his leadership duties, Lobatón will continue to play an integral role on the Tide team as it continues to push creative boundaries. 

Lobatón shared, “Over the past three years at Saatchi I’ve seen Andrea create an environment where ideas thrive, which I think is even more critical in this context. Ideas are what have always set Saatchi aside and have given it a great legacy. Many great creatives I admire have captained this office. It’s a huge responsibility, a big challenge and I’m thankful for the opportunity.” 

Diquez stated, “In this time of uncertainty, it is imperative that our clients are confident that we have a strong creative leader at the helm. Daniel has proven himself time and time again as someone who can inspire teams to overcome challenges and deliver for clients despite incredible odds. 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.”