Zubi promotes Valls to VP, Discovery & Design

Troy Valls will take over as VP, Discovery & Design at Zubi Advertising.

As VP, Discovery & Design, Mr. Valls will lead his team as they continue building on the increasingly critical union between research, account planning and analytics. The group exists to more wholly anticipate cultural movement and further incite communications strategy, channel planning and creative development that, as a consequence, are deeply grounded in thoroughly detailed forecasting of the potential effect of the thinking and ideas they give rise to.

Most recently, the Discovery & Design team deeply embedded in the development process for their Ford Camisetrón program surrounding the World Cup. Beyond providing insight supporting the merit of the idea from a consumer perspective, the team was instrumental in evolving and strengthening how it would manifest in the market by challenging best practices and historical performance in tandem with calculating projections and establishing systems for real-time testing and learning, beyond standard performance optimizations. In the end, a virtually round-the-clock involvement in the programs’ execution yielded critically insightful consumer experience enhancements along the way, and goal-shattering results for the Ford business at its conclusion.

The promotion comes nearly 3 years after Mr. Valls was brought on to shape the then newly-formed Insights and Intelligence Group. In that role, he was responsible for building out infrastructure designed to improve chemistry between Research, Account Planning, Channel Marketing Management, Analysis & Projections and Ad Operations to better mine data and insights and lay the groundwork for strengthened creative and strategic output for the agency.

Prior to joining Zubi, Mr. Valls, 39, worked at several agencies including MediaVest Worldwide, BBH, Wieden+Kennedy NY and La Comunidad, among other projects he’s touched as a consultant, helping develop strategies for great brands like Nike, Jordan Brand, Converse, Cole Haan, Disney XD, Disney Animation, Pixar, ESPN, Coca Cola, Kraft and more.

“Here at Zubi, we’re focused on building a culture of visionaries; people with ideas and the ability to set goals towards realizing them,” states Joe Zubi, Chief Operating Officer.