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  • Originally published on
  • Tuesday, Jan. 11, 2022
Monica Herman Joins Giant Spoon As Experiential Group Creative Director

Giant Spoon has hired VICE Media Group veteran Monica Herman in the newly created role of VP, group creative director of experiential, to help rebuild Giant Spoon’s experiential department as in-person experiences are cautiously being contemplated after being pushed aside throughout the pandemic.

Herman will report to executive creative director Ian Grody who leads all campaign, content, and experiences creative across the agency’s New York and Los Angeles offices. As part of the experiential leadership team, Herman is tasked with overseeing the agency’s experiential offerings for all Giant Spoon’s properties and partnerships, which includes heads of strategy, account, and production.

“Experiential is ready for a reimagining, not only in terms of how we define the format of live experience in an increasingly digital world but how we create resonance with our audiences after a profound period of global change,” Herman said. “It’s going to take imagination and daring to figure out what that looks like, and Giant Spoon is the place where we can push that thinking, execute, and do it better than anyone else.”

“The pandemic’s changed in-person experiences--but adapting is what we do. Every day, we’re building creative ways for brands and people to connect--across channels and platforms,” Grody said. “Monica’s a powerhouse. She’s everything we need as experiential boomerangs back; someone who’s fearless and raises the bar creatively while attacking actual, practical business problems.”

Prior to joining Giant Spoon, Herman led experiential creative globally across the VICE Media Group brand portfolio, which includes VICE, Refinery29 and i-D. In 2020, she helped VICE transition its events to hybrid and virtual models, leading design for multiple award-winning programs focused on diversity, equity and inclusion. Before Refinery29’s acquisition by VICE Media Group in 2019, she served as the design director of experiential at Refinery29 where she managed the team responsible for the award-winning viral sensation, 29Rooms. Herman has worked closely with brands spanning beauty, entertainment, tech, auto, sports, CPG and more, with notable clients including Adidas, Estée Lauder Companies, Major League Baseball (MLB) and Google.

Category: News

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