Daniel Lobatón was recently named Chief Creative Officer at Saatchi & Saatchi NY after serving three years as Executive Creative Director at the agency overseeing work on Tide.
Originally from Peru, Daniel has been recognized in “Adweek Top 100 Creative List” as well as “AdAge Creative’s You Need to Know” mainly for his role as Creative Director on “It’s a Tide Ad”, the iconic P&G Super Bowl takeover that has been recognized with a Film Grand Prix and Titanium Cannes Lions, as well as a Grand Effie and Creative Effectiveness Lion.
Daniel has also worked on various follow up Tide campaigns including #LaundryNight, a branded content collaboration between the NFL and NBC Universal, which Adweek included in its list of “Top Brand Stunts and Innovations of 2019” as well as this year’s latest Super Bowl effort for the brand.
In the past, Daniel has been a part of Ad Age A-List Agencies in across the US.
At Austin-based multicultural shop Latinworks he was Creative Director for clients such as AB Inbev, Chevrolet, Mars Chocolate and Major League Baseball.
Daniel then joined VML Kansas City as the agency transitioned from digital shop to agency of record for Wendy’s, and was named Creative Director for integrated projects across all media for the fast food brand.
Early in his career, Daniel worked at Y&R at both the Lima and Paris offices where he worked on a variety of clients including Toyota and Colgate-Palmolive.