• by Fern Siegel , September 12, 2023

MullenLowe U.S. has upped two agency vets. Kelly Fredrickson is now chief culture officer, a new post, and Javier Passerieu is president of MullenLowe West. Jordan Muse joins as president of MullenLowe East.

Previously, Fredrickson spent five years leading MullenLowe Boston. She also championing the growth of social and behavioral sciences at the agency and launched a Momternship program designed to bring mothers back to the workforce.

“Innovation is fuel for growth. Brands that continually innovate grow faster than their peers,” said Kristen Cavallo, CEO of MullenLowe Global. She added the trio will “complement and accelerate our vision.”

Muse, executive partner at the Martin Agency, will team with Tim Vaccarino, executive creative director, and Ellie Gogan-Tilstone, head of strategy, to elevate creative for top clients, including KFC, Navy Federal Credit Union, USGA and E*Trade. Muse will continue to lead Geico at the Martin Agency and oversee MullenLowe’s relationship with the brand, since it became a social partner earlier this year.

Before Martin, Muse spent a decade at Wieden+Kennedy. He was behind various award-winning campaigns, including Old Spice’s “The Man Your Man Could Smell Like” and Nike’s 2016 Olympic basketball campaign.

Managing director Javier Passereiu has been promoted to president of MullenLowe West. Under his direction, the agency helped Corona return to growth, repositioned the global Grey Goose business and elevated Patrón to a premium brand.

Prior to Mullen, Passerieu spent three years as global business director for Unilever at MullenLowe London. During his 19-year career, he also led award-winning work for Coca-Cola, Sony, Axe/Lynx and Whole Foods Market.

"We need great leaders who are empowered to push boundaries so we can continue to offer strategic business and brand solutions for our clients that go beyond what is expected," said Cavallo.

Boston-based MullenLowe U.S. and the Martin Agency are owned by the Interpublic Group of Companies.