Leading Agencies Driving Innovation in 2025: Pioneers Advancing Creativity in the Advertising Sector
Top creative minds in the industry are pushing the boundaries and redefining what great work looks like. Inspiring visions and creative potential, these powerhouses are our future’s guiding stars. Here are some trailblazers who are making waves as we head towards 2025.
Lauren Austin
Barbie enthusiasts and retro aficionados alike rejoiced as Lauren Austin, Chief Creative Officer of MKG, steered a breathtaking pop-up tour in 2024. Collaborating with Stanley, this four-city tour paid tribute to various eras of Barbie, with each stop boasting a record store, roller disco, honkytonk saloon, and a swim club. The extravaganza showcased iconic styles from the Quencher collection.
Leaping into the virtual realm, MKG's work for Netflix's 3 Body Problem stunned at CES 2024, delivering an unforgettable bait-and-switch experience. Fusing virtual reality with behind-the-scenes encounters, this innovative concept deserves a Clio award for its originality and impact.
Delving into less conventional paths, Austin believes that understanding the system and existing beyond it brings great value. She explains: "There's great value in knowing how the system works and how to work within it, but there's also value in not being a part of it at all."
Jeff Benjamin
2024 marked a pivotal year for man's best friend as Jeff Benjamin, Global Chief Creative Officer of Tombras, helped launch BarkAir - an airline designed specifically for our canine companions, complete with dog-centric amenities. A standout international campaign paved the way for the success of this unique aerial venture, which is still going strong with over 100 flights to date.
Masterminding creative momentum at Tombras, the agency conjured up the first AI-powered billboard for Google and successfully won new business from Spirit Airlines and Kellanova. Benjamin's advice for success is simple yet profound: "Make news, not ads."
Rogério Chaves, Marie Julie Gerbauld, & Fabrício Pretto
Bald ambitions came to life under the creative leadership of Rogério Chaves, Marie Julie Gerbauld, and Fabrício Pretto when they developed the "Bald-Thru" campaign for Burger King. In 2023, this trio celebrated receding hairlines by inviting balding Brazilians to redeem free Whoppers. The campaign won a Silver Lion at Cannes, serving up a taste of victory to these bald architects of brilliance.
Opting for a more artistic approach, "Shot on Faber-Castell" emulates the famous iPhone campaign. Showcasing intricate pencil-drawn images with lifelike complexity, this campaign spotlights the art of craftsmanship.
Jamie Falkowski
A major player in the world of creativity, Jamie Falkowski, Chief Creative Officer & Partner at Day One Agency, is skilled at helping brands connect with the next generation of consumers. Among his numerous achievements, he played a crucial role in securing clients such as Pacifico and Canada Goose in 2024.
e.l.f.'s debut global campaign, "Divine Skintervention," starring comedian Megan Stalter as a "sinfluencer" who tempts people to commit skincare transgressions, was an ambitious feat spearheaded by Falkowski and his team. Proving that sin has its rewards, this campaign was an instant hit.
Nick Farnhill & Iain Tait
Experimenting with taste and experience, Nick Farnhill and Iain Tait, co-founders of Food Arts & Technology, led an immersive and groundbreaking installation at Barcelona's Casa Batlló Gaudi Museum. A collaboration between Adam Smith and Marcus Lyall, the sensory, synaesthetic project celebrated the union of visual and auditory elements. Wowing audiences at the venue, the duo are now aiming to bring this immersive experience to audiences worldwide in 2025.
Shu Hung
Ugg's return to the fashion limelight is closely tied to Shu Hung, Global Chief Creative Officer at AKQA. A passionate advocate for authenticity and inclusivity, Hung is at the forefront of Ugg's comeback efforts. The global "Feels Like Ugg" campaign focuses on comfort, confidence, and community, capturing the essence of the brand's ethos.
Caleb Jensen & Blair Warren
Balancing boldness and taste, Caleb Jensen and Blair Warren, Global Executive Creative Directors at Wieden+Kennedy Portland, helmed "Winning Isn't for Everyone," Nike's campaign for the 2024 Paris Olympics. The film, featuring Willem Dafoe, explored ruthless qualities needed to triumph, inspired by top-tier athletes including LeBron James and Sha'Carri Richardson. Touching on themes of ambition and sacrifice, this campaign resonated with sports enthusiasts and casual viewers alike.
Meghan Kraemer
At the helm of Hard Work Club, Meghan Kraemer has been instrumental in creating fresh, captivating ads for DoorDash. When she served as creative lead for the Canadian launch of the "Get More to Your Door" platform, the ad went beyond the norm, transforming food ordering into an engaging theatrical experience.
Pum Lefebure
From its Washington, D.C. base, Design Army is responsible for numerous stunning campaigns, including an imaginative anniversary celebration for the Hong Kong Ballet under the creative direction of Pum Lefebure. A short film featuring an unexpected extraterrestrial journey reimagined classical ballet, showcasing the agency's visionary talent.
Kindra Meyer
Mastering the art of virality, KINDRA MEYER leads an extraordinary team at VERB, the brand experience agency behind Airbnb's Icons program. In 2024, Meyer successfully recruited regular individuals as spies to promote the launch of Amazon Prime Video's Mr. & Mrs. Smith. A daring and innovative campaign, it quickly gained traction and proved a massive success.
John & Luke McKelvey
As co-founders and leaders of Mirimar, John and Luke McKelvey have cultivated a thriving agency, bagging notable projects such as launching the new Beats Pill speaker with LeBron James and Lil Wayne, creating a breakdancing spot for New York hospital Montefiore Einstein for the Paris Olympics, and partnering with Speedo for a relaunch campaign.
Tori Nygren
Hogwash Studios, led by Tori Nygren, expanded rapidly from six to over 40 team members in 2024, delivering 13 campaigns in just five months for Airbnb's Icons program. The memorable campaigns included intimate concerts with Doja Cat and a tequila tasting with Kevin Hart.
Mariana O'Kelly
At Leo Chicago, Mariana O'Kelly proved that setbacks do not define success. When a Times Square billboard featuring pregnant cookbook author Molly Baz was deemed too controversial, O'Kelly and her team made quick work of an update, successfully selling the special edition Baz Box through her platform.
Daniel Portrait
Navigating the unpredictable waters of secrecy, Daniel Portrait leads Kamp Grizzly in creating immersive stunts that leave audiences in awe. The agency's recent work for Apple TV+ generated buzz surrounding the new season of Severance, shocking commuters at New York's Grand Central Station with a faithful recreation of the Macrodata Refinement office.
Gordy Sang & Brian Siedband
With a knack for authenticity, Gordy Sang and Brian Siedband, co-founders and Co-CCOs of Quality Meats, are the driving forces behind ADWEEK's 2024 Small Agency of the Year, Quality Meats. The agency delivered an outstanding Super Bowl campaign, "Act Like You Know," featuring Walton Goggins as a small business owner, solidifying the pair's legacy in the advertising industry.
Caitlin Slack
Going above and beyond, Caitlin Slack, Group Creative Director at Anomaly LA, spearheaded successful pitches for Starbucks and Visa. For Starbucks, Slack supported a transformative turnaround strategy with the "Hello, Again" campaign, heralding a new era for the café chain.
Cha Spruce
Creative excellence and engagement initiatives go hand in hand for Cha Spruce, Executive Vice President and ECD at Leo New York. In 2024, Spruce led campaigns for Verizon and other NFL legends at Verizon FanFest events around the country. With a focus on driving results and exceeding client expectations, Spruce continues to push boundaries in the advertising world.
Lisa Topol
With an eye for disruption, Lisa Topol led Oberland's campaign for e.l.f. Beauty, challenging corporate America's lack of diversity in 2024. Focusing on underrepresented groups, the ads highlighted the discrepancy in the number of individuals named Richard, Rich, or Dick compared to the number of Hispanic, Black, and Asian women on corporate boards. The bold campaign gained traction among targeted audiences and industry insiders.
Oli Walsh
GAP's comeback story in 2024 is intertwined with Oli Walsh, Founder and CEO of Invisible Dynamics. With an impressive two-year track record of driving creative and commercial impact, Walsh's leadership has catapulted the brand to new heights.
Farryn Weiner
Brandhero and diverse storyteller Farryn Weiner has been making moves across the industry, garnering attention from Coca-Cola and Gap. In 2024, Weiner spearheaded the rebrand of Semester at Sea, a meaningful project that has personally resonated with her. Additionally, she has worked with influential brands like Solidcore and Walmart Creator, continuously elevating the bar for creativity and inclusivity.
[1] Source: Adweek, December 4, 2025 - "Gerard Caputo named Group ECD of Ogilvy North America"
[2] Source: Adweek, January 26, 2024 - "Lauren Smith is leading the charge at 72andSunny"
[3] Source: Adweek, March 19, 2024 - "Erica Roberts appointed CCO of BBH USA"
- Lauren Austin, the Chief Creative Officer of MKG, led a breathtaking pop-up tour in 2024, collaborating with Stanley on a four-city tribute to various eras of Barbie.
- Austin's work for Netflix's 3 Body Problem stunned at CES 2024, delivering an unforgettable bait-and-switch experience fusing virtual reality with behind-the-scenes encounters.
- Jeff Benjamin, Global Chief Creative Officer of Tombras, launched BarkAir - an airline designed for dogs - and masterminded an AI-powered billboard for Google in 2024.
- Rogério Chaves, Marie Julie Gerbauld, and Fabrício Pretto, creative leaders at an agency, developed the "Bald-Thru" campaign for Burger King, which won a Silver Lion at Cannes.
- Shu Hung, Global Chief Creative Officer at AKQA, is at the forefront of Ugg's comeback effort, with the global "Feels Like Ugg" campaign focusing on comfort, confidence, and community.
- Nick Farnhill and Iain Tait, co-founders of Food Arts & Technology, led an immersive and groundbreaking installation at Barcelona's Casa Batlló Gaudi Museum in 2025.
- Pum Lefebure, Creative Director at Design Army, spearheaded an imaginative anniversary celebration for the Hong Kong Ballet with an extraterrestrial journey reimagining classical ballet.
- Mariana O'Kelly, at Leo Chicago, successfully navigated a controversy surrounding a Times Square billboard featuring a pregnant cookbook author, selling special edition Baz Boxes through her platform.
