CALLEN is continuing its rapid growth streak with two major leadership additions, naming David Terry as its first-ever Chief Strength Officer and Paola Ortega as Strategy Director. The hires follow a banner period for the agency, which more than doubled in size between 2023 and 2024 and has carried that momentum straight through 2025.
Partner and President David Hughes said the appointments reflect both the agency’s financial performance and its evolving strategic philosophy. “We’ve had a tremendous year, with our revenue increasing 117%. Earlier in 2025, we welcomed Jess Monsey as its first-ever – and the industry’s inaugural – Chief Opportunity Officer and Mike Davidson as Head of Production on the heels of five new business wins, including Vera Bradley, Nutpods, and New Era,” said David Hughes, Partner and President at CALLEN. “Now, we’re seeing a big enhancement in our strategy department – and the industry-leading philosophy that drives it – with David and Paola coming on board.”
Terry steps into a newly created role that rethinks what strategy leadership looks like. He arrives from COLLINS, where he served as Executive Strategy Director, and previously spent more than a decade at Wieden+Kennedy as Head of Strategy, helping shape global work for brands including Nike, Coca-Cola, P&G Olympics, KFC, Old Spice, and Weight Watchers. The Chief Strength Officer title reflects CALLEN’s belief that strategy should be less about frameworks and more about identifying and amplifying what truly makes a brand powerful.
“I’ve already been a Chief Strategy Officer at two different great ad agencies, and I don’t like repeating myself. I can’t say I have a passion for strategy, especially when it gets in its own way. As I see it, the point of strategy is to get to the top of the mountain – not stand around looking at a map,” said Terry. “I’m excited to work with like-minded people at CALLEN to build strong brands that people want to hang out with.”
Ortega joins CALLEN with a track record of blending cultural insight, creative thinking, and business strategy. She comes from Quality Meats and previously held strategy roles at BBH USA and DDB. Her career includes revitalizing global brands such as Fanta and Heineken, helping Coors Light reconnect with culture, and leading brand-defining work for iconic names such as Barbie.
“I’m joining a crazy talented crew of humans behind some of the most transformational work in our industry. It doesn’t get any better than that,” said Ortega.
Both Terry and Ortega begin their roles immediately, marking another significant step in CALLEN’s evolution as it continues to scale with intention.
REEL 360 News congratulates David and Paola on their new roles.
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