The Internationalist Names 25 Agency Innovators: Joe Maceda

Congratulations to Mindshare’s Joe Maceda, Chief Instigation Officer, USA—he’s been named one of The Internationalist’s Agency Innovators for his leadership and commitment to provocation and innovation.

As The Internationalist puts it, “If one word could characterize the connection among such distinctive talent, it would be 'reinvention.' This year's INNOVATORS are not only thinking about technology, agency models, and consumers in new ways, they're ensuring that teams thrive in a work-from-home world. Interestingly, their ethos of reinvention is also leading to growth for the organizations these INNOVATORS represent-as speed and flexibility become the norm."

Throughout his career, Joe has brought a wide breadth of innovative ideas and strategies to Mindshare’s clients and teams—in fact, that’s why the Chief Instigation Officer role was created in 2018. From his work on Media Dystopia (an annual series that imagines the various potential fates of media, based on the emerging technologies and changing consumer trends we see today), to the launch and growth of the agency’s Invention+ capability, Joe both architects creative media solutions and mentors those around him on how they can do the same.

As Joe puts it: “It’s not just the pandemic that has forced massive disruptions for our clients—so many brands were already facing massive changes in their industries or categories before, in areas such as ecommerce, automation, DTC brands, and more. Innovating in media is often a way to lead the charge in transformation in their categories; to keep from being left behind. It is a critical component of our marketing strategy for clients.”

Joe’s win comes on the heels of numerous other awards for Mindshare over the past year and a half, including Campaign USA’s Media Agency of the Year, MediaPost’s Media Agency of the Year (for the second consecutive year), Ad Age’s Agency A-List, and Microsoft Advertising’s Global Agency Partner of the Year. Mindshare is also the reigning Cannes Lions Media Network of the Year.

Check out the other winners across the globe in The Internationalist’s list here, and see the winners’ profile write-ups here.