Abe Baginsky is joining JOAN Creative as executive creative director. Baginsky will report to JOAN’s co-founder and chief creative officer Jaime Robinson and work alongside Lauren Costa, who was appointed ECD last year.
Baginsky previously served in an ECD role at Ogilvy New York and held the position of creative director at Mother New York.
“Abe is a killer creative and an even better creative leader. He pushes the entire team, across departments, to bring their most daring creative selves,” said Robinson. “He’s insanely strategic. Wildly innovative. But it’s his love of surprising people that creates the work that gets brands noticed today.”
Baginsky brings almost two decades of experience working at creative agencies in London and New York. His work has been consistently recognized with major awards, including Cannes Lions, D&AD, One Show, The Webbys and Clio Awards.
While at Ogilvy New York, he created Coca-Cola’s “Taste The Feeling” global platform. He also created T-Mobile’s “Are You With Us?” platform at Mother New York and developed Stella Artois’ “Change Up the Usual” Super Bowl campaign, which brought Sex & The City’s Carrie Bradshaw and The Dude from The Big Lebowski together for charity.
“I first met Jaime a few years ago around the time of JOAN’s launch, and I was blown away by her energy, creativity and relentless optimism. I instantly knew I wanted to work with her,” said Baginsky. “I’m so excited to be at a place that is truly independent, feels like a family environment and authentically embraces diversity as part of its DNA. JOAN is the creative independent agency to be at right now and I’m thrilled to take on a leadership role at an agency that is at this amazing juncture.”
Baginsky’s creativity is informed by a personal passion for science and technology, drawing on quantum physics, color theory and synaesthesia to create work that has a unique style and impact.
The addition of Baginsky as JOAN’s second ECD comes as the agency continues to grow rapidly, including the hiring of Charley Cobbin, who was recently named executive communications strategy director. Earlier this year, Cheri Anderson was appointed to a dual role leading JOAN Studios as managing director and head of production for JOAN Creative. The agency named Costa as its first executive creative director last year.
