What's Happening?
Thiago Cruz, formerly the chief creative officer at Grey New York, has joined the Swiss running shoe brand On as the global head of brand and creative. This move indicates On's intention to strengthen
its internal agency capabilities. Cruz will lead On's internal creative studio, managing a team of art directors, graphic designers, and copywriters to develop marketing campaign assets. Although Cruz does not report directly to CMO Alex Griffin, his team is part of On's marketing organization. Cruz, who is based in Switzerland, brings extensive experience from his previous roles in creative leadership across Europe and the U.S. His departure from Grey follows the agency's integration into the Ogilvy Group, which was part of a broader reorganization under parent company WPP. On has been gaining traction as a challenger to established running brands like Nike and Puma, partly due to its innovative marketing strategies that leverage celebrity endorsements and lifestyle branding.
Why It's Important?
Cruz's appointment at On is significant as it underscores the brand's commitment to enhancing its creative and marketing strategies. By bringing in a seasoned creative leader, On aims to further differentiate itself in the competitive athletic footwear market. This move could potentially lead to more innovative and impactful marketing campaigns, helping On to capture a larger market share. The brand's recent success, marked by a 25% increase in sales year-over-year, highlights the effectiveness of its current strategies and the potential for further growth. Cruz's leadership could also influence the broader industry by setting new standards for in-house creative teams, challenging traditional agency models.
What's Next?
With Cruz at the helm of On's creative direction, the brand is likely to continue its trajectory of growth and innovation. Future campaigns may further integrate celebrity partnerships and lifestyle elements, building on the success of collaborations like the one with Zendaya. As On continues to expand its market presence, it may also explore new product lines and marketing channels to reach a broader audience. The impact of Cruz's leadership will be closely watched by industry observers, as it could signal a shift in how brands approach creative development and marketing execution.
