Grey CCO Thiago Cruz Lands at Buzzy Running Shoe Brand On
Thiago Cruz, former chief creative officer at Grey New York, has joined Swiss running powerhouse On as global head of brand and creative, bolstering its in-house agency amid record sales growth.
Thiago Cruz, the Brazilian-born creative powerhouse who most recently served as chief creative officer at Grey New York, has landed at On, the buzzy Swiss running shoe brand challenging giants like Nike and Puma. He joined in September as global head of brand and creative, stepping in to lead the company’s internal creative studio. This move signals On’s intent to amplify its marketing muscle, particularly as the brand rides a wave of exceptional financial momentum, posting record net sales and profits in the third quarter of 2025 with nearly 25% year-over-year growth.
Based in Switzerland—On’s headquarters, per his LinkedIn profile—Cruz oversees a team of art directors, graphic designers, and copywriters crafting assets for the brand’s high-profile campaigns. While he doesn’t report directly to CMO Alex Griffin, his studio operates within On’s broader marketing organization, a structure that underscores the company’s emphasis on agile, in-house creativity. On has long prioritized internal development for much of its marketing, blending celebrity partnerships, lifestyle appeal, and fashion-forward storytelling to disrupt the athletic footwear market.
Cruz brings a pedigree forged across continents and top agencies. Before Grey, he held creative leadership roles in Europe and the U.S., honing a reputation for bold, culturally resonant work. His tenure at Grey New York positioned him as one of the industry’s most talented leaders, as noted by Gabriel Schmitt, Grey’s global chief creative officer. “Before being one of the most talented creative leaders in the industry, Thiago is a longtime dear friend. He has the perfect sensibility to help On realize its creative potential. We are sincerely thrilled for both him and them,” Schmitt said in a statement. Cruz’s departure from Grey came amid significant upheaval at the agency. Months earlier, Grey was folded under the Ogilvy Group, shifting from its prior home under AKQA. Just weeks ago in December, Grey unveiled a restructured U.S. leadership team, uniting its New York and Cincinnati offices under U.S. CEO Agnes Fischer and U.S. CCO Samira Ansari, a former Ogilvy alum. These changes reflect broader turbulence at parent company WPP, which is undergoing a McKinsey-led strategic review under new CEO Cindy Rose.
For On, Cruz arrives at a pivotal moment. The brand has carved out a niche as a premium challenger, leveraging “exceptional global momentum” to fuel its sales surge. Much of its breakout success stems from savvy, in-house marketing that fuses performance innovation with cultural cachet. A standout example is its multiyear partnership with Zendaya, signed in 2024, which extends her influence into product development and campaigns. Highlights include her audacious April launch into space—a stunt that blurred lines between athleticism, entertainment, and high fashion. This Zendaya collaboration has rippled through On’s Fall/Winter 2025 collections, earning nods in industry roundups like Mark Ritson’s Top 10 Marketing Moments of 2025. Such efforts have propelled On beyond traditional running shoe territory into lifestyle territory, attracting fashion influencers and celebrities while maintaining its Swiss-engineered performance edge.
In the out-of-home (OOH) advertising world, Cruz’s hire resonates deeply. On’s campaigns often manifest in striking urban spectacles—billboards, transit wraps, and experiential installations that capture the brand’s “move different” ethos. With Cruz at the helm, expect amplified creativity in these high-visibility formats. His agency’s output could supercharge On’s presence in cityscapes worldwide, from Zurich’s sleek streets to New York’s bustling avenues. OOH pros will watch closely: as running brands vie for attention amid economic headwinds, On’s internal studio model offers a blueprint for efficiency, bypassing traditional agency retainers in favor of nimble, proprietary storytelling.
This appointment isn’t just a talent grab; it’s a bet on creative firepower to sustain On’s trajectory. The brand’s Q3 2025 results—record profits amid 25% sales growth—provide fertile ground for bold swings. Cruz, with his global perspective and agency-honed expertise, seems tailor-made to elevate On’s narrative. Grey’s loss is palpably On’s gain, as Schmitt’s endorsement attests. In an era where challenger brands like On outpace incumbents through magnetic marketing, Cruz’s leadership could redefine how running shoes run the cultural conversation.
Industry observers see parallels to other reinvention stories. On’s Zendaya-fueled ascent mirrors tactics in broader retail transformations, as explored in discussions around iconic brands like Brooks Brothers and Eddie Bauer. Yet On stands apart, its youth and momentum allowing for riskier, more integrated plays. Cruz’s studio will likely deepen these integrations, producing OOH assets that don’t just advertise shoes but ignite movements—think immersive city takeovers syncing with Zendaya drops or athlete endorsements.
As WPP’s agencies consolidate and clients like On build moats through in-housing, Cruz embodies the shifting tides. His move underscores a truth for OOH specialists: the best campaigns thrive on internal vision married to external spectacle. On’s internal agency, now supercharged, promises campaigns that will dominate digital out-of-home screens, static billboards, and DOOH networks alike. For a brand already buzzing, Thiago Cruz ensures the volume only turns up.
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