Saatchi & Saatchi NY has hired Ciro Sarmiento as executive creative director. Sarmiento will report to Saatchi NY’s chief creative officer Daniel LobatoĢn.
Sarmiento will lead creative work for Tide and other fabric care brands led by the Saatchi & Saatchi team. Sarmiento comes to Saatchi & Saatchi from Weber Shandwick where he served as chief creative officer. He got his start in the industry as a copywriter at Ogilvy Colombia. He brings a bilingual, multicultural perspective to Saatchi.
“Tide is a brand I’ve truly admired since starting in advertising, notably the bravery that has led to many iconic campaigns,” said Sarmiento. “To be part of what is next for Tide is a great honor and I can’t think of a better place to be than working alongside the fun-loving Saatchi team on one of the most famous brands in the world.”
“I’m a long-time admirer of Ciro as a leader, his ability to build great brands for clients with insightful work, and his superpower to create opportunities for the creatives he works with, said LobatoĢn. “When looking for a leader who will spearhead the next chapter of the Tide story and continue to evolve the brand with pop culture, Ciro felt like the right choice, and I can’t wait to see where he takes the work.”
Sarmiento has spent his career in both North and South American markets, leading creative for clients such as Procter & Gamble, Anheuser-Busch, GlaxoSmithKline, Kellogg’s, PepsiCo, Frito-Lay, Mondelez, AT&T, DirecTV, KIA Motors, Chevy, Dunkin’, Pizza Hut, Hershey’s, Mars, Domino’s, Marshalls, Lowe’s, MillerCoors, Unilever, Coca-Cola, BBVA and Gillette.
Sarmiento’s work has been acknowledged internationally with numerous recognitions in international award shows including, gold, silver and bronze at Cannes, D&AD, One Show, Clio, Effie, NYF’s, LIA and more. Sarmiento is a former president of the USA Latin Creative Board. He has been a speaker at Cannes Lions, D&AD, TED Talk and Ojo de IberoamĆ©rica.
