Creative agency Lively has promoted Darryl Mascarenhas to chief creative officer. Formerly acting as the NY-based company’s executive creative director, Mascarenhas will oversee creative, brand, business, and strategic operations across Lively’s four divisions--Spontaneous, BlueRock, Decibel, and Scarlett. Lively and its divisions have created content for brands across a variety of industries including Maybelline, IBM, Louis Vuitton, Tag Heuer, and A&E Networks.

“I’m energized by the opportunity to show clients, old and new, the true power of Lively,” stated Mascarenhas. “As we continue to grow, we’re laser focused on developing custom software products, branded workflows and creative collaboration spaces to provide new value to our agency and brand clients for efficiently making content without compromising on creativity or scope.”

Prior to joining the team at Lively, Mascarenhas held senior leadership roles at the branding agency Loyalkaspar, VFX company MPC, as well as the production house Quietman where he worked to transform the company into a full-service creative studio. An Emmy-award nominated creative director, he has worked with top Fortune 500 companies such as AT&T, Disney, and Microsoft. In addition to his brand work, Mascarenhas was the creative lead and director for broadcast networks, including the rebrand of Lifetime.

“Lively is fueled by creativity and innovation and Darryl has been instrumental in challenging the status quo of the industry,” said Ethel Rubinstein, Owner and CEO of Lively. “We can’t wait to watch the company expand under his creative leadership.”

From his start at Lively’s creative division Spontaneous, to his most recent role as Executive Creative Director, Mascarenhas’ creative eye and innovative approach continues to be an asset to the executive team. In his new role, Darryl will be working closely with Cara Cutrone, the EVP/managing director of Spontaneous, and Wendy Brovetto, EVP/managing director of Lively’s luxury division Scarlett.