Pablo opens in New York, led by former Fig and W+K execs

London-based independent agency Pablo is opening a New York office, led by former top executives from Fig and Wieden+Kennedy. Ad Age Creativity Bookmark our section covering the best in brand creativity every day Read more here Scott Vitrone, who stepped down as chief creative officer of New York agency Fig in 2022, will be chief creative officer of Pablo NYC. Hannah Hewitt, former group brand director at W+K Portland, will lead the business side as managing director. Also joining the operation are Caroline Krediet as planning partner, Ellery Luse as group strategy director and Maxie Etess as group account director. Krediet and Etess both worked at Fig in the past, while Luse worked at W+K. Pablo’s leadership said the agency is working with three clients in New York but declined to name them. Vitrone and Hewitt said Pablo NYC aims to break through in the busy New York advertising world by earning attention for brands by bringing real value to consumers. “Consumers don’t care what most brands are saying—80% of advertising fails to reach the attention threshold, let alone have impact,” said Vitrone. “Brands need to be humble and honest about their importance and place in people’s lives. Doing that forces us to think about how we can provide real value to people, in a way that feels unique and surprising.” Recent news: Hot New York ad job market hurts other cities “There is a lot of noise in the marketplace around new tools and the process, which are absolutely part of the broader picture, but the real challenge is getting people to notice you,” said Hewitt. “Most of this team has worked together before, so there is already a great sense of chemistry and common language we’re all really vibing with.” Pablo was founded in 2015 by Gareth Mercer. It was named after the Latin “paulus,” meaning “humble,” a philosophy that still guides the shop today. “That’s not just because this is a group of people who care deeply about work and each other, but because we believe a brand needs to earn the right to be seen/heard,” Mercer said. A-List & Creativity Awards Enter for a chance to be recognized as the best in advertising Submit your entry here

Pablo opens in New York, led by former Fig and W+K execs

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