De Pietri will report to Javier Campopiano, global chief creative officer of McCann Worldgroup and McCann. Both are based in the network’s Madrid office, which is becoming a major global hub, led by CEO Lucia Angulo.
“We’re lucky to be amassing so much creative firepower in Spain. These are momentous times for the office,” said Angulo, who joined the agency last March.
In his new role, De Pietri will focus on reinforcing the network’s creative output and identifying further creative opportunities for clients and global brands, partnering with McCann Worldgroup’s global chief growth officer, Nathan Brown, to further drive new business momentum for the network.
“The new role is all about having the ability to leverage the network’s staggering creative capabilities across offices, markets, and specialisms to bring radical creativity to brands, no matter where they’re at. It’s something we were already doing organically; my appointment formalizes this ambition and gives it scale,” said De Pietri in a statement.
In his previous position as McCann Spain’s CCO, De Pietri led a string of global high-profile new business wins including the appointment of McCann as Ikea’s first global brand marketing partner last summer. Recent projects include award-winning campaigns such as the acclaimed “Trapped in the 90s” for Ikea and “Mapfre Live Insurance,” both of which were recognized at Cannes Lions, D&AD, LIAs, Clio, and the European Effie Awards.
“Emiliano has been the creative driving force behind some of our most recent and major global wins, thanks to his unique ability to bring together talent from all parts and capabilities of our organization. He excels at building and leading highly creative teams that can solve business problems at scale by applying radical creativity,” said Campopiano in a statement.
De Pietri first joined McCann Spain in 2021 after an eight-year stint at Grey, where he led offices across LATAM and North America, and was eventually appointed executive creative director, Europe. At the WPP agency, he drove work globally for brands including Pringles, GSK, Carlsberg, and Volvo. In 2022, over a year after his arrival in Madrid, he was named Spain’s Creative of the Year at El Ojo de Iberoamerica. He is a Grand Prix and Glass Lion winner whose work has been recognized by all major awards shows, including 48 Cannes Lions.
De Pietri’s elevation is the latest in a series of new hires and promotions designed to drive growth and fuel creativity globally. Others include Lynsey Atkin’s appointment as the new CCO of McCann London and the promotion of Adrian Botan to global creative partner, creative excellence, McCann Worldgroup.
A replacement for the McCann Spain CCO position will be announced in the coming weeks.
