Jay Zasa

SVP, Executive Creative Director, Campaigns

As SVP, Executive Creative Director, Campaigns, Jay oversees the creative integrity of R/GA’s client campaign and communication-based work across the network. He serves as a “connector,” coordinating across the disciplines that concept, create, and deliver campaigns. In this position, he works in concert with department heads, R/GA group leads, and fellow ECDs. He also focuses on building out R/GA’s campaign work through recruiting, retention, and career development.

Prior to returning to R/GA, Jay spent three years at the Barbarian Group as an ECD, overseeing creative for the agency while building teams and processes to produce large-scale campaigns for major brands such as Pepsi, GE, and Samsung. While at Barbarian, he worked on a number of high-profile projects, including Pepsi’s “The Extra Hour,” a Webby-winning campaign in partnership with the startup TaskRabbit, giving Pepsi Next consumers the ability to gain a free hour by outsourcing errands to the service’s “task rabbits.” Jay also oversaw work on a social campaign for Samsung that let users gift-wrap presents in their choice of tweet-covered wrapping paper; “Tweet Wrap” won a One Show Interactive Pencil.

Prior to Barbarian, Jay spent five years at R/GA New York, most recently as an ECD, leading creative work across a number of accounts, including Pepsi, Verizon, and Nokia. During his tenure, he helped create a number of outstanding engagements that were honored with One Show Interactive Pencils and a Cannes Cyber Lion. This work included some highly recognizable campaigns: Verizon’s “Action Hero,” Pepsi’s “Dear Mr. President,” and R/GA’s “Tattoo Santa” holiday campaign.

Jay has been a digital creative since the dawn of the web. He built one of Columbia University’s first websites in 1995 and then joined Agency.com, one of the first companies in New York founded to explore the emerging digital medium, as its first copywriter. He later worked at Ogilvy Interactive in New York for six years. Jay holds a BA in philosophy and creative writing from Miami University.