As Chief Instigation Officer, Joe is charged with developing innovative thought leadership and client programs, and analyzing trends and market disruptions. This includes the development of Mindshare’s Media Dystopia, a thought leadership series and client workshop that explores different long-term futures for the media landscape. Additionally, he leads Mindshare’s Invention Studio across North America, a dedicated agency unit that brings the concept of “media-as-creative” to life. He and his team merge data, science, and creativity to ignite media plans that have a real cultural impact and real-time engagement for consumers. Working with clients such as General Mills, Unilever, and more, Maceda drives a wide range of bespoke ideas for brands—including new potential partners, emerging technologies, non-traditional uses of traditional media, and much more.