LePub execs (from left) Bruno Bertelli, Katy Alonzo, Cecilia Diaz and Lea Mastroberti.
Publicis Groupe creative agency LePub is continuing its global expansion, with plans to open a New York office in January. It plans to open offices in London, Bogotá, Colombia; and Dubai, United Arab Emirates, later in 2025.
The New York office will launch with Heineken and Barilla as founding clients. It will be led by Lea Mastroberti as president, Katy Alonzo as chief strategy officer and Cecilia Diaz as head of strategy.
Mastroberti joins from Accenture Song and previously Droga5, where she was global client lead and head of account management for Song Marketing North America. Diaz joins from Anomaly, where she led strategy on Diageo. Alonzo joined Publicis earlier this year as chief strategy officer at Le Truc, a position she will keep. She worked at Droga5 and Anomaly earlier in her career.
The three will report to Bruno Bertelli, global CEO of LePub, as well as Susie Nam, CEO of Publicis Creative US. The agency plans to make additional creative leadership appointments in the coming weeks.
LePub was founded in 2020 in Amsterdam and Milan, initially as a partnership with Heineken in Europe. It now has additional offices in Rome, São Paulo, Mexico City, Singapore and Johannesburg. Its client roster has expanded to include Barilla, Philips, Tecate, Tiger, Diesel, Bottega Veneta and Toblerone.
Led by Bertelli, who is also global chief creative officer of Publicis Worldwide, LePub pitches itself as an agency that connects product, commerce, technology and experience to create brand innovation that resonates in culture at scale.
Its recent work has included an activation in New York for World Pasta Day in which Barilla gave away boxes of pasta that were scannable for free rides on the subway. LePub Amsterdam’s “Refurb Editions” campaign for Philips won the Creative Business Transformation Grand Prix at the Cannes Lions International Festival of Creativity in June.
“We’re accelerating a network where creativity and strategic thinking work in perfect harmony to not only meet but drive culture,” said Bertelli.
“Staying relevant has never been more complex. LePub nimbly blends global and hyper-local trends with emerging innovation to create notable consumer connections,” said Carla Serrano, Publicis Groupe’s chief strategy officer.
