Wieden+Kennedy (W+K) Amsterdam is ushering in a new era with its revamped leadership team, featuring seasoned industry veterans and familiar faces returning to the agency. Luiza Prata Carvalho has been appointed as President, Nick Docherty as Chief Strategy Officer, and Susan Hoffman as Chief Creative Officer. This strategic overhaul aims to further solidify W+K’s position as a creative powerhouse in the advertising world.
Leadership and Experience
Luiza Prata Carvalho, who previously worked at W+K in Portland, returns to the agency after a notable tenure at DAVID. Her role at DAVID included leading account management in Miami and managing the New York office. During her time there, she spearheaded significant campaigns for brands like Powerade, Jack & Coke, and Nike. Luiza’s previous contributions at W+K, including her role in creating the iconic “Dream Crazy” campaign for Nike, highlight her deep expertise in producing culturally impactful work.
“Creating culturally impactful work that transforms businesses is my greatest passion,” Luiza said. “Wieden+Kennedy taught me to empower brands to embrace authenticity and unique perspectives. I’m eager to bring this experience back to Amsterdam.”
Nick Docherty also rejoined W+K Amsterdam, bringing a wealth of global experience from his previous roles at Netflix, Epic Games, and Sony Imageworks. Nick’s strategic acumen has shaped successful campaigns for brands such as Corona and Bud Light. His recent ventures include founding Untapped Strategy and leading cultural and commercially impactful projects for clients like Nike and O2.
“Erik’s return is a thrilling development for us,” said Chuck Parker, CEO of Sohonet. “His expertise and track record will drive significant advancements in our media collaboration solutions.”
Susan Hoffman, the newly appointed Chief Creative Officer, has a long-standing history with W+K, having opened the Amsterdam office in 1992. Susan’s creative leadership is renowned, and she was honored as the Cannes 2023 Lion of St. Mark. Her return marks a continuation of her influential role in guiding W+K’s creative vision.
Recent Successes and Future Goals
W+K Amsterdam has recently won global accounts for Hennessy and Corona and introduced notable campaigns like “Made for More” for Hennessy and Nike’s “What if you can?” for Saudi Arabia. The agency’s continued success underscores its commitment to delivering culturally relevant and impactful work.
The addition of new faces to the team, such as Alex Thursby-Pelham as Design Director, Paula Atwell as Director of Talent, and Cheryl Warbrook as Head of Production, reflects W+K’s dedication to innovation and excellence.
W+K Amsterdam’s refreshed leadership team aims to push boundaries and drive growth by leveraging their extensive experience and deep industry knowledge. As the agency continues to evolve, its focus remains on creating bold, impactful work that resonates globally.