Innocean Names Eric Springer U.S. Chief Creative

Longtime L.A. Creative Will Oversee U.S. Creative in Newly Created Role

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Eric Springer
Eric Springer Credit: Innocean

Innocean Worldwide Americas has named Eric Springer its new chief creative officer.

Mr. Springer will oversee creative for Hyundai-backed Innocean in the U.S. and will report to Innocean USA CEO Steve Jun. He will also "play a key role in driving innovation," according to a statement. Creative had previously been overseen by executive creative director Greg Braun, who left the agency over the summer.

Innocean was founded in 2009 and is the lead agency for Hyundai Motors America and also handles some media for Kia Motors America. It also works on non-auto brands like Footjoy. South Korea-based Innocean Worldwide is backed by the founding family of South Korea's Hyundai Motor Group. Innocean in 2014 generated 71% of its worldwide revenue from Hyundai and Kia Motors Corp. Kia is partly owned by Hyundai.

Mr. Springer brings with him auto marketing experience and is perhaps best known for his work on Volkswagen while he was at Deutsch, particularly for the automaker's two Super Bowl spots "Punch Dub" in 2010 and "The Force" in 2011. Most recently, he was chief creative officer at Ignited, a small Los Angeles-based social media agency that he worked to make a more integrated shop. Prior to that he was chief creative officer at FCB West, and before that, he was a partner at Los Angeles agency Pitch.

"Our team is passionate about breaking down category conventions, creating new business models, and elevating brands and businesses above the competition," said Steve Jun, CEO, Innocean USA, in a statement. "We felt that Eric was the perfect leader to take our creativity to the next level and continue our momentum."

Jeremy Craigen, global chief creative officer of Innocean Worldwide, said in the statement: "We held an exhaustive search for a U.S. creative leader, and I must say I was delighted with the high caliber of creative IWA could attract. In the end, however, Eric was our unanimous choice."

"Innocean has the momentum to be a creative powerhouse. After meeting with the team, I knew I had found like-minded partners who are ready to take this agency to the next level," said Mr. Springer in the statement.