Today, MSL U.S. has named Matt Zavala its new Chief Creative Officer. Zavala will lead MSL's Creative Center of Excellence and continue to build on its rich reputation of creative leadership in PR. With experience across every facet of earned, content, social, experiential and production, Zavala will manage the agency’s creative strategy, big idea programming and visual design team while inspiring creative innovation throughout the entire agency to deliver brilliance for every client.
“Coming to MSL as Chief Creative Officer and getting to work with the agency’s world class clients is an opportunity unlike any other, especially as earned creative continues to cement its impact in the world of integrated marketing,” said Zavala. “I believe in the power of creativity and the magic that comes from bringing inspired teams and diversity of thought and experience to every business opportunity and challenge. More of that is exactly what you’ll see from all of us future forward.”
Zavala joins MSL after nearly a decade at two DJE Holdings agencies, Mustache and Edelman. Most recently at Mustache, Zavala served as EVP, Creative Director where he led creative for premier technology, beauty and wellness brands, including Google’s Maps and Search social platforms, M.A.C. Cosmetics, Eli Lilly and Company, among others. At Edelman, Zavala was the Group Creative Director for the Unilever (Dove, Dove Men, Axe, Suave and Vaseline) client portfolio.
Prior to pivoting into PR full time, Zavala spent 16 years leading teams at top creative, advertising and digital/social agencies: Ogilvy, FCB, J. Walter Thompson, R/GA, Digitas and Razorfish, the latter two being Publicis Groupe agencies. His experience spans nearly every sector: CPG, B2B technology, consumer health and wellness, beauty, personal care and automotive and he’s worked with renowned global brands like BP, Cisco Systems, IBM, Jaguar, Johnson & Johnson, L’Oreal, Macy's, Mars, Mercedes-Benz, the Office of National Drug Control Policy, Samsung, S. C. Johnson, Schick, T. Rowe Price, Zyrtec and more.
“The minute I met Matt I knew he was an extraordinary talent and would bring a new dimension to our creative work. Matt’s portfolio is impressive and expansive, and the sophisticated way in which he marries story with strategy, purpose with business and art with tech is what makes his craft and leadership so unique," said MSL U.S. CEO Diana Littman. “I am truly proud to be part of Matt’s rise in the industry and deeply honored that he has chosen to be part of ours.”
An ambitious creative leader, Zavala’s work has received the industry’s highest achievements with Cannes Lions, PR Week Awards, SABREs, D&AD Pencils, The One Show Awards to name just a few. One of Zavala’s most recognized campaigns is “See My Skin” for Vaseline – it was the winner of the Cannes Lions and WARC Grand Prix for Brand Purpose, a Cannes Gold Lion for Brand Experience and many more prestigious awards; but, more importantly, it was a true force in health equity and brand building. Zavala has served as a judge for The Effies and The Clio Health Awards. His pursuit of excellence in creativity is also underscored by his passion for mentoring and developing diverse, next gen creative talent.
Zavala will report to MSL U.S. CEO Diana Littman and is based in New York.