Creative and media agency Cutwater, with offices in San Francisco and New York City, has brought Amy Su on board as creative director and Justin Juul as director of social.
A multidisciplinary artist and storyteller, Su has spearheaded fully integrated, 360-degree marketing campaigns both agency-side and brand-side. Prior to joining Cutwater, she was at the likes of Meta, DiMassimo Goldstein, Wunderman Thompson, Dentsu, and 215 McCann, to name a few. She has collaborated with brands such as Shutterstock, Oscar Mayer, LinkedIn, and the Bronx Zoo. Most notably, she brought to life Shutterstock’s “It’s Not Stock, It’s Shutterstock” campaign, which garnered accolades from The One Show along with D&AD, AICP, Webby, Shorty, and New York Festival Advertising awards.
“I’m excited to work under Chuck [McBride, founder and CCO] and have admired the creativity that has come out of Cutwater for years. I hope to continue to fight the good fight–make famous creative that works hard for our clients, mentor the great young talent we have, and learn a few things along the way,” said Su.
Juul has helmed high-impact, award-winning social activations across the tech and entertainment spaces. His strategic approach is informed by his background in journalism as well as lifelong interests in pop culture, music, art, and skateboarding. With experience building out social media programs for institutions like Google, Coinbase, and YouTube, he’s no stranger to developing and launching campaigns that drive growth across multiple channels.
Juul said, “The undeniable fact of the matter is that everyone on this earth spends at least 25 hours a day on social media. I want to make sure the stuff they see from Cutwater stands out among the GRWM videos, cute dog pics, and iconically cringey TikToks. Our goal is to build fan armies with our brands as we march alongside them on the continuing quest for Internet awesomeness. Thankfully, Cutwater’s client roster is open to experimentation, and the agency boasts an in-house media department capable of greatly amplifying these initiatives.”
In their new roles, Su and Juul will work across Cutwater’s full breadth of clients.
McBride added, “Beyond identifying and reacting to trends, we needed those who could help spark meaningful discussions of our own. Amy’s design aesthetic and Justin’s social expertise made them the perfect fit. After all, distinctive campaigns require distinctive voices.”
