Headshots of leadership teamHeadshots of leadership team

Following a June 2023 rebrand, which included a redesign of its Challenger Octopus logo, and the departure of U.S. CEO Lee Newman that same month, creative agency MullenLowe U.S. has made three executive changes across its East and West Coast offices.

As the U.S. CEO role remains vacant, MullenLowe announced Javier Passerieu will become president of MullenLowe West in Los Angeles while Jordan Muse is the new president of MullenLowe East, splitting his time between Boston and New York.

In addition, Kelly Fredrickson has been promoted to chief culture officer, a new role at the agency. Fredrickson has served as president of MullenLowe U.S. since April 2018. She will remain in Boston and travel between the agency’s offices on the East and West Coast.

The appointments “reinforce the agency’s POV that innovation and reinvention are the path to growth,” a release states.

In a statement, Kristin Cavallo, global CEO of MullenLowe Group added, “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.”

Muse, who has spent nearly five years at IPG sister agency The Martin Agency, is assuming the position vacated by Fredrickson, but the agency has amended the title as it adds a West Coast counterpart. He was most recently executive partner and head of account leadership.

At MullenLowe East, he will oversee major clients including KFC, Navy Federal Credit Union, USGA, E*Trade, Scotts, JAMRS, Bayer and Banner Health. An award-winning creative, he’s behind work such as 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.

As he takes on the new role, Muse will continue to serve as executive partner for Geico at the Martin Agency and oversee MullenLowe’s relationship with the brand.

Cavallo also has ties to the Martin Agency, where she has served as CEO since December 2017. She was promoted to the MullenLowe position in November 2022. The spokesperson said Muse and Cavallo are the only MullenLowe staffers who maintain roles at both IPG agencies.

Meanwhile, Passerieu has been managing director of MullenLowe U.S. in Los Angeles since May 2017. His work with the agency includes clients like Corona and Patrón, as well Acura.

According to a MullenLowe spokesperson, Passerieu’s promotion is both a reflection of his work with the agency, as well as the decision to place a president on both U.S. coasts. His advertising career includes work for Unilever, Coca-Cola, Sony, Axe/Lynx, Absolut Vodka and Whole Foods Market.

As for Fredrickson’s role, the new position aims to “foster a culture that encourages inquisitiveness, positive dissatisfaction, creativity, experimentation and risk taking,” according to a release.

Fredrickson was previously focused on the agency’s offices in Boston and New York, where she encouraged the adoption of social and behavioral science capabilities, launched a program to help mothers re-enter the workforce, created a speaker series focused on creativity and supported the agency’s employee resource groups (ERGs).

This article was originally published on Ad Age.