• by Fern Siegel , 9 hours ago

Leo US tapped Cristina Reina as Chief Experience Officer, a new role for the agency.

Previously, Reina was Partner-Chief Creative Officer at Quality Experience. Before that, she served as executive vice president-global executive creative director North America for McCann New York.

She also held creative posts at DDB New York and DDB Madrid.

Reina reports to Marco Venturelli, co-president-Chief Creative Officer of Leo, which was founded in January. Leo combines Leo Burnett, the brand of Humankind, and Publicis Worldwide.

"Cristina embodies the human creativity that defines Leo," said Venturelli. "Her perspective is the consumer’s — from advertising to commerce to platforms — which makes her invaluable to our creative community." 

Reina was recognized among the industry's top talent in the Cannes Lions Top Talent Report. She has done work for the Microsoft ADLaM project, which earned two Cannes Lions Grand Prix. 

Leo US also bolstered its creative team with Dean Paradise and Adriano Matos joining as executive creative directors at Leo Chicago. Paradise comes from GUT Miami, while Matos returns to Leo from his role as global executive creative director at Ogilvy. 

"Leo represents a bold vision for what a modern creative agency should be — one that seeks to disrupt norms by leaning into our humanity," Reina added.

The agency has offices in New York and Chicago.