Wpromote x Giant Spoon is giving Ian Grody a bigger canvas. Nearly a year after Wpromote acquired Giant Spoon, the independent agency has promoted Grody to global chief creative officer, expanding his remit across brand campaigns, experiential, production, creator and influencer marketing, performance creative and media.
Grody previously served as Giant Spoon’s chief creative officer, a role he has held since 2018. In his new position, he will oversee a 50-person creative organization and help shape a more connected model across the combined agency.
The move reflects how Wpromote x Giant Spoon is evolving beyond the initial integration of the two companies and toward a broader creative structure where brand-building and performance work are developed together from the start.
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“As the industry evolves, our clients need a creative partner who can connect the dots between creative and performance,” said Andrea Bendzick, CEO of Wpromote x Giant Spoon. “We’ve made significant strides in bringing our capabilities together, and Ian’s leadership will take that further in the work we create, the way we work with our clients, and the results we deliver.”
Grody’s expanded responsibilities bring creator and influencer marketing and performance creative into a remit that had historically centered on campaigns, experiential, content production and design.
The larger ambition is to erase some of the traditional lines between brand and performance.
“We’re building an integrated creative organization that will make a dent in this industry,” Grody said. “Whether it’s a film, a space, a creator’s channel, a piece of performance media, or a process – we know that everything is a canvas.”
He added that clients should expect “peerless imagination at the bottom of the funnel and next-level effectiveness at the top.”
That philosophy also means holding performance creative and creator work to the same creative standard as traditional brand campaigns, rather than treating conversion-focused work as a lesser creative discipline.
“One thing that has always set Giant Spoon apart is the range of work we can do, and the craft and expertise we bring to it,” said Jonathan Haber, Giant Spoon co-founder. “Ian’s promotion to global CCO of Wpromote x Giant Spoon is about making the most of the opportunity to expand that idea into every facet of marketing creative.”
Grody joined Giant Spoon in 2018 and has worked with clients including HBO, Autodesk, Netflix, Savage x Fenty, Lucid Motors and Google.
Before that, he worked at Kettle, part of Code and Theory, on brands including Apple, Netflix, Oakley, Ray-Ban and L’Oréal.
A writer by background, Grody has also sold work to MTV, SYFY and CMT and published a graphic novel, bringing an entertainment and storytelling sensibility into the broader creative role.
His promotion marks another step in Wpromote x Giant Spoon’s effort to build a single creative organization around one idea: the work should be just as imaginative whether it is building a brand, driving performance, or doing both at once.
REEL 360 News wishes Ian the best of luck in his new role.
