Ogilvy has hired Juan Woodbury as North America creative and entertainment lead for its Coca-Cola Co. business. As part of the role, he will collaborate with the larger Open X team that is dedicated to Coke within parent WPP.

Woodbury joins from Dentsu Creative, where he helped launch its entertainment offering as global head of branded content and entertainment. Prior to that, Woodbury was executive VP, director of branded content and entertainment at Interpublic Group of Cos.' FCB Chicago, where he helped launch its branded content and entertainment practice.

He will report to Guillermo Vega, who moved to global creative lead for Ogilvy’s Coke business in September 2022. Woodbury is expected to start his new role at the end of July.

Also read: Why ad agencies are launching entertainment units

Beyond advertising, Woodbury won a Grammy Award this year for his work with J. Ivy on “The Poet Who Sat By the Door,” which earned the first-ever Best Spoken Poetry Album. 

Woodbury also produced the feature film “Birds of a Feather,” starring Snoop Dogg and singer Iza Lach, and regularly publishes his photography and video work. He also is a DJ and recently directed a music video for Mos Def.

These experiences helped Woodbury stand out as a candidate, according to Vega, who said he was specifically looking for someone that had more than just a creative background.

“Woodbury can not only present the idea but also make it happen,” Vega said. “That was a clear differentiator when you think about him and think about his output and his real connection to culture is what made it a no-brainer for us.”

In his new role, Woodbury will focus on areas such as film, music and music videos, said Vega. He will also help lead the 40-plus Ogilvy employees dedicated to the Coke business. 

Coke for years has created original content and it made a significant push in the music world last year when it launched the “Coke Studio.” The initiative is meant to create original music such as its most recent release, “Be Who You Are (Real Magic),” which was written and performed by Jon Batiste alongside artists NewJeans, J.I.D., Camilo, and Cat Burns. Ogilvy, as part of the Open X team, also helped launch Sprite’s first global music campaign.

Read more: Sprite music marketing goes global

“The way people move through the landscape is not linear anymore,” Vega said regarding the recent push for brands and agencies to be more involved in entertainment. “They move through platforms. They go from Spotify to TikTok, from TikTok to other platforms. They go to HBO Max. They move all around these different places, or they take elements from culture and they become part of social media … so it has to be part of the delivery.”

Woodbury said, “Work that resonates and elevates culture is what I’ve built my career on. It’s my driving ambition. The ability to continue to do the same for The Coca-Cola Company, the globally iconic leader in culture marketing, is a treasured opportunity.”