Pereira O’Dell has named Juliana Constantino as executive creative director amid a larger transformation at the independent creative agency, according to details shared with Marketing Dive. Constantino joins the shop from Meta Platforms, where she worked for eight years, most recently serving as global creative product lead for the Instagram Creative Lab.
In her new role, Constantino sits on Pereira O’Dell’s creative leadership team comprised of Chief Creative Officer Rob Lambrechts, Co-Executive Creative Director Jason Apaliksi and agency Co-Founder and Creative Chairman PJ Pereira. Constantino’s purview spans the company’s national client roster, which includes brands like Mini USA, Adobe and IHOP.
The hire comes as the agency, which sold a minority stake to Germany-based Serviceplan Group in 2020, shifts from a bicoastal to national focus, a process that began earlier this year. Agency founders Pereira and Andrew O’Dell praised Constantino’s background with social media and fostering connections with “Maker Culture,” as well as her ability to wed data with creativity.
“With Juliana’s background, we couldn’t choose a more perfect person to lead us into the next chapter of Pereira O’Dell,” said O’Dell in a press statement.
Among other duties, Constantino will help Pereira O’Dell strategize around the growing importance of artificial intelligence (AI). Other, larger agencies are investing heavily in the sector, viewing it as a promising way to accelerate production and increase operational efficiency. At the same time, the trend has stoked fears that traditional creative talent could be diminished or replaced by automation. WPP, the world’s largest ad-holding group, earlier this summer partnered with Nvidia to develop a content engine powered by generative AI. Constantino sounded bullish on AI’s prospects.
“Processes like prototyping and execution are becoming easier, freeing up space for our ideas to soar,” said Constantino of AI in the announcement. “We are witnessing the emergence of a new level of creativity unlocked by technology. Or the other way around. And we want to be in the driver’s seat.”
Constantino’s past experience familiarized her with integrating and promoting new technology. At Instagram, the executive led the go-to-market strategy for features including IGTV, Stories and Reels. The latter, a TikTok lookalike, has become a core focus at Meta as more user attention turns to short-form video.
