Snap Names Macias As First Global Creative Head

Taking a page from its agency partners, Snap just named Leo Macias as its first Head of Global Creative.

An agency veteran, Macias most recently served as CCO for Laundry Service, covering the United States and Latin America, including Brazil.

Reporting directly to Snap CMO Kenny Mitchell, Marcias will be responsible for leading the company’s creative team, supporting the Snap brand, while heading up consumer and business marketing efforts, globally.

“Leo is a world-class creative,” Mitchell stated.

Macias is expected to assume his new role at Snap before the end of the month and will be based out of the company’s headquarters in Santa Monica.

Prior to Laundry Service, Macias did stints at Ogilvy, Publicis Group (Publicis Brazil and Talent Marcel), Havas, and DDB (DDB Brazil and Colombia).

Over the course of his career, he has won 33 Cannes Lions, and 35 Effie Awards, including two Grand Effies.

Clearly becoming more comfortable with the advertising community, Snap hosted its first Digital Content NewFronts last month.

Along with unique programming, the company revealed some notable statistics, including that its flagship Snapchat app had surpassed 100 million U.S. users.

As of June, Snap added it was reaching 90% of U.S. consumers ages 13- to 34-years-old Last quarter, the company said it reached 75% of U.S. consumers in that demographic.

Citing Nielsen analysis, Snap also said that of more than 20 ad campaigns, Snapchat added 23% incremental reach to TV campaigns among advertisers’ target demographics, on average.

As for specific campaigns, Snap said  among light TV viewers ages 18-to-49, it helped Doritos drive an incremental reach of 168%, while a campaign for Bud Light’s Snap Select campaign delivered 46% incremental reach against light TV viewers.
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