MullenLowe expands its leadership team
Jordan Muse joins as President of MullenLowe East, Javier Passerieu promoted from Managing Director to President of MullenLowe West, and Kelly Fredrickson is promoted from President of MullenLowe Boston and New York to a newly created Chief Culture Officer.
MullenLowe US announce the promotion of two dedicated agency leaders, Kelly Fredrickson to chief culture officer and Javier Passerieu to president of MullenLowe West, and the addition of Jordan Muse as president of MullenLowe East. The appointments reinforce the agency’s POV that innovation and reinvention are the path to growth.
“Innovation is fuel for growth. Brands that continually innovate grow faster than their peers,” Kristen Cavallo, CEO of MullenLowe Global said. “We’re applying this truth to ourselves. We need great leaders who are empowered to push boundaries so we can continue to offer strategic business and brand solutions for our clients that go beyond what is expected. I’m excited about the people we’re introducing today. I’m confident that Kelly, Jordan, and Javi will complement and accelerate our vision.”
Fredrickson steps into the newly created role after a five-year stint leading MullenLowe Boston. As chief culture officer, Fredrickson will aim to foster a culture that encourages inquisitiveness, positive dissatisfaction, creativity, experimentation, and risk taking. In the same way the agency encourages clients to innovate and differentiate themselves from their competition, Fredrickson will ensure the agency leads by example.
Fredrickson is a Campaign U.S. Female Frontier honouree and was named one of Boston magazine’s 100 Most Influential People and a Boston Business Journal Power 50. She fostered a culture of effectiveness that landed MullenLowe in the top five on both the Effie and WARC U.S. effectiveness rankings, and she modernised the agency by championing the growth of both the social and behavioural sciences capabilities. She was pivotal in the launch of a first-of-its-kind Momternship program designed to bring mothers back to the workforce, created a speaker series called Stoking Curiosity to spark creative collisions virtually, and championed the agency’s five ERGs to build communities on their own terms.
Muse, executive partner at the Martin Agency, is taking the role of president of MullenLowe East. He will partner with executive creative director Tim Vaccarino and head of strategy Ellie Gogan-Tilstone to elevate the creative output across the offices’ marquee clients: KFC, Navy Federal Credit Union, USGA, E*TRADE, Scotts, JAMRS, Bayer, and Banner Health, among others. Muse will continue to lead GEICO at the Martin Agency as executive partner and will oversee MullenLowe’s relationship with the brand, since it became a social partner earlier this year.
Muse comes with a great creative pedigree, having spent the last five years at Martin and a decade at Wieden+Kennedy. He was behind award-winning campaigns including Old Spice’s The Man Your Man Could Smell Like, Nike’s 2016 Olympic basketball campaign, and Boneless Thugs-N-Harmony for Buffalo Wild Wings. He was named a Campaign U.S. 2022 Account Person of the Year and was inducted into the AAF Advertising Hall of Achievement the same year his father, advertising visionary Jo Muse, was inducted to the Hall of Fame.
Cavallo also promoted managing director Javier Passereiu to president of MullenLowe West. Under his direction, the agency went through a business and creative transformation, helping Corona return to growth, repositioning the global Grey Goose business, contributing to Acura’s most effective campaign to date, and elevating Patrón to a premium brand with an unwavering passion for craft.
Prior to moving to the U.S., Passerieu spent three years as global business director for Unilever at MullenLowe London. During his 19-year career building brands and teams on three continents, he also led award-winning work for Coca-Cola, Sony, Axe/Lynx, Absolut Vodka, and Whole Foods Market. As president, he will continue to work in partnership with executive creative directors Laura Sampedro and Carlos Alija and head of strategy Kristina Jenkins, who joined the agency earlier this year.