• by Fern Siegel , Yesterday

RAPP UK named Jason Cascarina as executive creative director.

He reports to Troy Hitch, Global Chief Creative Officer.

Cascarina will focus on evolving the agency's AI capabilities and creative output. Previously, he was deputy ECD at RAPP and earlier at Proximity London. He also served as a creative director at Ogilvy One, FCB, Elvis and Weapon7.

Brand work includes Barclays, Virgin Media O2, British Airways and Mercedes-Benz. His campaigns have won numerous awards: D&AD, Clios and The One Show.

Sam Kennedy, acting CEO at RAPP UK, said: "Jason is exactly what RAPP needs at this critical moment. He uniquely understands how to harness brand, behavior and digital at scale. His appointment reinforces our belief that precision and empathy are not opposing forces — they're complementary."

Cascarina added: "I’ve spent the best part of my career bringing together brand, behavior and digital, and there’s no agency better equipped to lead that conversation than RAPP. My goal as ECD is to ensure we use our incredible data and technology capabilities not just to reach people, but to truly connect with them."

The agency's creative work has included the U.S. Army, KFC, Exxon Mobile and Mastercard.