Pereira O’Dell has hired a social-first creative leader from Meta as the agency banks on maker culture, as well as AI, continuing to remake the advertising space.

Juliana Constantino, former global creative product lead at Meta, joined Pereira O’Dell as executive creative director last month. She spent eight years at Meta—first at Facebook and later at Instagram, where she ultimately led global creative product for the Instagram Creative Lab.

Most notably, Constantino in 2017 began to lead the go-to-market strategy for innovative products within Instagram, helping to drive engagement to then-new experiences such as Reels, Stories and IGTV. She helped connect brands with creators, generating ideas and content around those platform tools for the first time.

At Pereira O’Dell, Constantino joins the creative leadership team of Rob Lambrechts, chief creative officer; Jason Apaliski, co-executive creative director; and PJ Pereira, co-founder and creative chairman.

“Juliana and I worked together a long time ago, and she may have been the only creative to ever out-geek me,” said Pereira. (The fellow Brazilians worked together two decades ago at AgenciaClick, which was later acquired by Isobar.) “She strengthens our ability to connect data and creativity, and foster a stronger connection with maker culture. In today’s world, understanding this is vital to understanding how people consume information and entertainment.”

Constantino said her obsession with new tools extends to artificial intelligence, which is a key point of experimentation for all agencies today.

“In this transformative era, the popularization of AI and other emerging technologies is revolutionizing creativity,” she said. “Processes like prototyping and execution are becoming easier, freeing up space for our ideas to soar. We are witnessing the emergence of a new level of creativity unlocked by technology. Or the other way around. And we want to be in the driver’s seat.” 

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Pereira O’Dell, which sold a minority stake to Serviceplan Group in 2020, has a client roster that includes MINI USA, Adobe, the Ad Council, Zelle, IHOP and Yellow Tail Wine. Constantino will work across all brands nationally.

Constantino’s move to Pereira O’Dell follows another top Meta exec’s exit to the agency world—Jason Sperling joined Innocean in February.