Droga5 has bolstered its creative leadership by appointing Cristina Reina as chief creative experience officer for New York and the Americas, which marks the agency's inaugural introduction of this role.

Reina takes on a newly established role aimed at transforming how clients connect with consumers through various platforms, channels, and touchpoints. She comes to Droga5 from Leo US, where she held the position of chief experience officer, and will report to Rafael Rizuto, recently appointed as chief creative officer for New York and the Americas.

The collaboration aims to integrate experience-focused strategies with craftsmanship-oriented creativity as the agency seeks to enhance creative production and strengthen cultural influence throughout the area.

Located in New York, Reina will take on her new position in January 2026. Together with Rizuto, she will be instrumental in rejuvenating Droga5’s New York office while assisting in unleashing the creative capabilities of teams throughout the Americas, backed by the skills, technology, and resources of the broader Accenture Song network.

Mark Green, global CEO of Droga5, stated that Reina possesses a unique blend of strategic insight, practical implementation, and expertise in her field. He emphasized that her talent for enhancing work while creating new opportunities for brands will be vital in bolstering the agency’s New York presence and its teams throughout the Americas as Droga5 advances into its next phase as a contemporary agency for modern brands.

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Reina has a strong history in brand development and innovative solutions for marketers navigating a more intricate media landscape. Prior to her tenure at Leo US, she held the position of partner and chief creative officer at Quality Experience, the independent agency established by the late Ari Weiss. In the earlier stages of her career, she held the position of EVP, global executive creative director, and head of art at McCann North America, where she spearheaded Microsoft’s ADLaM campaign, which won both the Design and Business Transformation Grand Prix at Cannes Lions and was acknowledged as one of Fast Company’s World Changing Ideas.

Her portfolio features the highly talked-about “Skittles Commercial: The Broadway Musical,” which turned the Super Bowl into a live theater event.

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A reliable contributor to business expansion, Reina has assisted in obtaining significant accounts such as Kroger for DDB New York and Smirnoff’s worldwide operations for McCann New York.

Her recent leadership played a key role in Publicis Groupe and Leo's victories with Nespresso’s global operations, Papa John’s, Coffee Mate, and Haleon. Her experience covers a wide variety of categories and brands, such as Microsoft, Tonal, Converse, Volkswagen, State Farm, MillerCoors, Kroger, the New York Lottery, Tribeca Film Festival, Verizon, and MGM.

 

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Reina has been acknowledged as one of the top 10 creative directors worldwide by the Cannes Lions Top Talent Report, featured in Adweek’s Creative 100, celebrated by Campaign US as an Inspiring Woman in Conquering Creativity, and deemed the most awarded executive creative director by The One Show. Her work has garnered numerous awards from Cannes Lions, D&AD, The One Show, Effies, Clios, and various other prominent international award platforms.