• by Fern Siegel , Yesterday

Minneapolis agency Preston Spire named Dustin Black as its new executive creative director.

The 25-year creative ad vet has won numerous awards, including Cannes Lions, and worked at various agencies, such as
Carmichael Lynch, Colle McVoy and BBDO.

Black has led breakthrough campaigns for Perdue Chicken, Frank's RedHot, Craftsman Tools and MSNBC.

"Between economic pressures and holding companies focused on squeezing every dollar from the bottom line, that [traditional] model no longer serves the best interests of clients or the people working there," Black said. "I believe independents are the future — they're faster, more nimble, and better positioned to deliver the kind of creativity clients need in today's AI-powered economy."

Now, Black is focused on guiding Preston Spire through the evolving creative landscape, particularly around artificial intelligence. "AI can enhance efficiency, but it can't replicate lived experience or human insight," he says. "Our job is building the tech stack that supports creativity, while fiercely protecting the irreplaceable spark that only people can bring."