Emma Tonetti Joins Grey as Global Head of Creative Management
Strengthening Grey’s Creative Leadership Team, global chief creative officer Gabriel Schmitt announced that Emma Tonetti, formerly global operations director at JOAN, has joined as global head of creative management. Additionally, chief reputation officer for Grey Latam, Florencia Kessler, has been elevated to the new role of global creative reputation partner. Emma and Florencia report to Gabriel.
Emma brings a wealth of experience and a proven track record of success in creative operations and resource management from her time at leading agencies including Droga5, FCB New York, Anomaly, and most recently JOAN, where she was global operations director. Over the course of her career, she has managed global accounts for brands such as eBay, Johnnie Walker, Budweiser, Amazon, Carhartt, and Chase Bank. Emma got her start in the industry at Grey NY as a junior project manager and returns with a deep understanding of operational excellence, interdepartmental resourcing, global talent management, and creative services.
"Emma's career path shows just how far you can go when you start strong and put in the work," said Gabriel. "Having her back is great, and it also shows how committed we are to having the best creative talent and a smooth-running operation. Emma's leadership will be key to pushing our creative vision forward globally."
In her new role, Emma will oversee Grey's global creative management function, ensuring seamless workflow and resource allocation across Grey’s network. She will play a key role in optimising creative processes, fostering collaboration, and driving operational excellence to deliver exceptional work for clients.
About joining Grey, Emma shared “I'm thrilled to be back at Grey, it is a true 'coming full circle' moment. This is where I first began my career, and this agency taught me the highest standard of creativity, the art of good craft and the muscle of strong work ethic. I can hardly wait to get back in the mix with Gabriel and Diego!”
Florencia has worked closely with Grey’s Latam CCO’s, overseeing the PR vision and strategy for the best work across the region, for six years. Most notably, she has developed the PR strategy for multi awarded creative ideas such as the 2024 Grand Prix Design Lion winning Sightwalks for Sol Cement at Grey Perú, Life Saving Stickers for Makro at Grey Colombia, and The Postponed Day for LALCEC at Grey Argentina. With over 15 years' experience in the advertising industry, she will continue overseeing PR efforts in LATAM, while expanding her role to lead creative award strategies across all of Grey’s studios.
Gabriel noted, "Florencia is constantly pushing the envelope in LATAM, making sure our work, our people, and our clients are recognised in the press and at award shows. She’ll now bring her incredibly sharp skills to put an edge on all our award efforts moving forward.”
“I’m excited to dig deep into Grey’s famously effective work around the globe, this is an amazing new adventure for me, and I am grateful for the opportunity. I love good ideas, and the prospect of collaborating with Grey’s creative stars to push it even further is a challenge I am ready for!” Florencia shared.
