• by Fern Siegel , Yesterday

Droga5 has selected Cristina Reina as chief creative experience officer of New York and the Americas, a new role.

Based in New York, Reina reports to Rafael Rizuto, chief creative officer, New York/Americas.

The agency is part of the Accenture Song network.

Global CEO Mark Green said Reina “levels up any piece of work she touches — at the same time carving out fresh spaces for brands to play. She’s a quiet force who brings maximum impact.”

Before joining Droga5, she worked as chief experience officer at Leo US, sharing creative duties in the Chicago and New York offices. Her leadership contributed to Publicis Groupe/Leo wins across Nespresso global business, Papa John’s, Coffee Mate and Haleon. Prior to that, she was partner/CCO at Quality Experience.

Additional agency experience includes EVP global ECD at McCann North America, where she led the "ADLaM" campaign for Microsoft, which earned Grand Prix awards at the Cannes Lions. Other notable work was the Super Bowl ad "Skittles Commercial: The Broadway Musical." She also did stints at McCann New York and DDB NY.

Reina was ranked the No. 1 most-awarded executive creative director by The One Show.

“Joining now feels especially meaningful. This is a moment where creativity and AI are rewriting what brands can do, and what people expect from them. Brands today need ideas that solve real problems and propel their business forward. The most powerful will sit at the intersection of experience, technology and craft. That’s exactly the future I’m excited to build at Droga5,” Reina said.

Droga5 creative has included Bosch, Coors Light and Paramount+.