Cutwater Strengthens Leadership Team with Creative Director Amy Su and Director of Social Justin Juul

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In a move reflecting continued expansion, creative and media agency Cutwater, with offices in San Francisco and New York City, has strengthened its leadership team by welcoming Amy Su as Creative Director and Justin Juul as Director of Social.

A multidisciplinary artist and storyteller, Su has spearheaded fully integrated, 360-degree marketing campaigns both agency-side and brand-side. Prior to joining Cutwater, she was at the likes of Meta, DiMassimo Goldstein, Wunderman Thompson, Dentsu, and 215 McCann, to name a few. Her success can be attributed to her eye for design and results-driven mindset. During her storied career, she has collaborated with some of the world’s leading brands, such as Shutterstock, Oscar Mayer, LinkedIn, and the Bronx Zoo. Most notably, she brought to life Shutterstock’s “It’s Not Stock, It’s Shutterstock” campaign, which garnered accolades from The One Show along with D&AD, AICP, Webby, Shorty, and New York Festival Advertising awards.

“I’m excited to work under Chuck and have admired the creativity that has come out of Cutwater for years. I hope to continue to fight the good fight — make famous creative that works hard for our clients, mentor the great young talent we have, and learn a few things along the way,” explains Su.

As a bonafide content connoisseur, Juul has helmed high-impact, award-winning social activations across the tech and entertainment spaces. His strategic approach is informed by his background in journalism as well as lifelong interests in pop culture, music, art, and skateboarding. With experience building out social media programs for iconic institutions like Google, Coinbase, and YouTube, he’s no stranger to developing and launching campaigns that drive growth across multiple channels. 

According to Juul, “The undeniable fact of the matter is that everyone on this earth spends at least 25 hours a day on social media. I want to make sure the stuff they see from Cutwater stands out among the GRWM videos, cute dog pics, and iconically cringey TikToks. Our goal is to build fan armies with our brands as we march alongside them on the continuing quest for Internet awesomeness. Thankfully, Cutwater’s client roster is open to experimentation, and the agency boasts an in-house media department capable of greatly amplifying these initiatives.”

In their new roles, Su and Juul will work across Cutwater’s full breadth of clients. The appointments come on the heels of the agency tapping Matt Allen as Group Account Director as well as winning the creative and media agency of record title for medical technology company, Intuity Medical, Inc.

Cutwater Founder and CCO Chuck McBride adds, “Beyond identifying and reacting to trends, we needed those who could help spark meaningful discussions of our own. Amy’s design aesthetic and Justin’s social expertise made them the perfect fit. After all, distinctive campaigns require distinctive voices.”

Cutwater is an independent creative and media agency with offices in San Francisco and New York City. Headed by advertising thought leaders, Founder / CCO Chuck McBride and Principal / President Christian Hughes, the agency prides itself on building distinctive campaigns for challenger and legacy brands alike. These have included the likes of Hartz, Russell Stover, Brawny, Jeep, Ray-Ban, and more.