The Marketing Practice, a global B2B marketing agency that specializes in brand activation, ABM and demand generation, hired Dan Schrad as its new Executive Creative Director (ECD) for North American and APAC regions. Schrad is taking on this new role following The Marketing Practice’s acquisition of ABM agency 90Octane, in which he served as creative director and ECD.
Schrad will be responsible for leading a global division of more than 100 creative specialists to develop best-in-class creative marketing. His role will support the future growth of the creative team by nurturing the next generation of talent within the company.
The Marketing Practice aims to break the traditional hierarchies of workplace culture by creating a fluid organization that focuses on unlocking and empowering talent from within and building leadership structures based on knowledge and skill, as opposed to age and time served. In addition to Schrad’s appointment, the company hired Lee Wardell as its new ECD for the EMEA region.
Both appointments follow 18 months of rapid growth for the company, as well as acquisitions of five agencies across the U.S., U.K. and APAC. They are the first in a large post-acquisition restructuring of The Marketing Practice’s go-to-market strategy, led by the company’s new COO Susie Sroka.
“As joint ECDs, serving a rather large global remit, Lee and Dan will be in each other’s pockets to ensure that The Marketing Practice leads the way in the creative landscape,” said Sroka in a statement. “But we’re not just limiting that vision within the confines of B2B… Amazing creativity isn’t exclusive to consumer work. With Dan at the helm of a 100-strong global creative force, we’ll produce some of the most stellar, thought-provoking and effective creative with our clients.”
