Joe Maceda, Chief Instigation Officer, U.S.

Joe is charged with developing innovative thought leadership and client programs, and analyzing trends and market disruptions. This includes the development of Mindshare’s Media Dystopia, a thought leadership series and client workshop that explores different long-term futures for the media landscape. Additionally, he leads Mindshare’s Invention+, a dedicated agency unit that brings the concept of “media-as-creative” to life. He and his team merge data, science, and creativity to ignite media plans that have a real cultural impact and real-time engagement for consumers. Working with clients such as General Mills, Unilever, and more, Maceda drives a wide range of bespoke ideas for brands—including new partners, emerging technologies, non-traditional uses of traditional media, and much more.

Joe’s work has been recognized by Adweek’s Media Plan of the Year Awards, Cannes Lions, the Effie Awards, Festival of Media, and more, and he himself was previously named one ofMediaPost’sRising Stars. A respected industry leader, Maceda’s insights have been featured globally across publications such as Ad Age, Business Insider, Campaign, MediaPost, and WARC.