WPP has tapped R/GA’s Daniel Barak to serve as global creative & innovation lead, a new role at the holding company.   

Barak will be responsible for driving innovation and creative excellence across all of WPP's initiatives globally, including setting the vision for AI-powered and emerging tech projects.  

As part of the company’s technology team, he will collaborate closely with WPP’s chief creative officer Rob Reilly, the company’s global creative agencies, internal cross-functional teams and technology partners to deliver “culturally resonant, tech-enabled work,” according to the holding company.   

At R/GA Barak served for nearly five years as the network’s first global executive creative director, working with clients like Verizon Nike, Pepsi, Apple, Google and others. During his tenure, he led projects such as Verizon Fortnite Stadium, a Super Bowl initiative that reunited 40 million fans in a virtual replica of Raymond James Stadium.   

Previously, Barak served at agencies including Johannes Leonardo, McCann New York, TBWA, and others.