• by Fern Siegel , Yesterday

Callen has beefed up its strategy personnel. David Terry becomes its first Chief Strength Officer, while Paola Ortega was tapped as strategy director.

The Austin, Texas-based agency has doubled its growth since 2023. In 2025, revenue increased 117%, according to David Hughes, president.

Terry will lead the agency’s strategic vision. He joins from Collins, where he served as executive strategy director. Before that, he spent 10 years as head of strategy at Wieden+Kennedy, helping create global campaigns for Nike, Coca-Cola, Weight Watchers, KFC and Old Spice. 

“I've already been a chief strategy officer at two different great ad agencies, and I don't like repeating myself. The point of strategy is to get to the top of the mountain — not stand around looking at a map,” said Terry.

Ortega arrives from Quality Meats, having held prior strategy roles at BBH USA and DDB. She has guided global accounts such as Fanta, Heineken and Coors, and led brand work for Barbie.  

“I’m joining a crazy talented crew of humans behind some of the most transformational work in our industry. It doesn’t get any better than that,” she added.

The agency's creative roster includes Disney+, Sandisk and Vera Bradley.