• by Fern Siegel , June 25, 2024

Independent creative agency Joan named two executive creative directors: Mohamed Diaa and Theo Gibson.

As ECDs, Diaa and Gibson will oversee creative output, charged with pushing the boundaries of traditional advertising. Diaa will lead the global eBay business, while Gibson will lead other key accounts, including the recently won HexClad.

Both will hire creative talent and spearhead new business efforts. The pair report to Jaime Robinson, Chief Creative Officer.

Robinson: “ECDs are the captains of a creative department, which is why Diaa and Theo are so important to Joan’s future. They’ve proven they can make game-changing work, and in their new roles they have far more freedom to express their creativity than ever before. Gloves off, let’s go.”

Most recently Diaa worked at ECD at Ogilvy, overseeing the Samsung, ZIppo and Perrier accounts. Before that, the 20-year ad vet worked at Wieden + Kennedy Amsterdam as a creative director. where he worked on Nike and Facebook, among others.

“Joan is one of the few creative agencies left that doesn’t hold back any punches. It’s daring, soulful and authentic,” said Diaa.

Gibson was promoted to ECD after two years as Group Creative Director at Joan. Most recently, he led eBay’s fashion and motors work and NIA Centre.

Joan's client work includes S&P Global, Brawny, Google and Virgin Hotels.