Grey CCO Thiago Cruz Lands at Buzzy Running Shoe Brand On

On not too long ago made an fascinating new advertising and marketing rent, signaling that the working model could also be seeking to beef up its inner company.Thiago Cruz, former chief artistic officer at Gray New York, joined Swiss working shoe model On as its international head of name and artistic in September.Cruz leads On’s inner artistic studio, overseeing a staff of artwork administrators, graphic designers, and copywriters creating property for On’s advertising and marketing campaigns, in response to a spokesperson.He doesn’t report on to CMO Alex Griffin, however his staff falls beneath On’s advertising and marketing group, the spokesperson stated.Cruz relies in Switzerland, the place On is headquartered, in response to his LinkedIn profile.Brazilian-born Cruz was most not too long ago at Gray, the place he was chief artistic officer of the New York workplace. Earlier than that he labored in artistic management roles at companies throughout Europe and the U.S. His departure from Gray got here months after the company was folded beneath Ogilvy Group, transferring it from its earlier dwelling beneath AKQA. Earlier in December, Gray introduced a brand new management staff for the U.S., bringing its New York and Cincinnati workplaces collectively beneath the management of U.S. CEO Agnes Fischer and U.S. CCO Samira Ansari, who beforehand labored at Ogilvy.“Earlier than being one of the proficient artistic leaders within the business, Thiago is a longtime expensive pal. He has the proper sensibility to assist On understand its artistic potential. We’re sincerely thrilled for each him and them,” stated Gabriel Schmitt, international chief artistic officer of Gray in an announcement.Gray and Ogilvy’s reorganization comes as father or mother WPP undergoes a strategic evaluate led by McKinsey beneath newly put in CEO Cindy Rose.On has damaged via as a challenger to legacy working manufacturers like Nike and Puma, partially because of buzzy advertising and marketing that faucets into celeb, life-style, and style.  In 2024, On signed a multiyear partnership with Zendaya that lends her affect throughout product improvement and artistic campaigns, resulting in work similar to her April launch into house. A lot of this work has been developed in-house by On’s advertising and marketing staff. The Swiss working model drove document web gross sales and revenue within the third quarter of 2025, with gross sales growing practically 25% year-over-year pushed by “distinctive international momentum.”