NEW YORK, USA // Daniel Lobatón is Partner and Chief Creative Officer at Rethink NY where he’s working for clients like Uber Eats, Kraft Heinz, Kellog’s, Molson Coors amongst others. Prior to that he held the Chief Creative and Co-President role at Saatchi & Saatchi NY were he played an integral role in helping Procter & Gamble's Tide stay relevant in pop culture with multi-awarded campaigns like "It's a Tide Ad", “Laundry Night”, “Jersey Swap”, “Turn to Cold” and “The Jason Alexander Hoodie”. His work for Campbell’s Goldfish, “Go For The Handful”, reinvented the iconic brand and contributed to it being one of AdAge’s Hottest Brands of 2022, while the TikTok campaigns “You Have to See It” and “TikTok Taught Me” has positioned one of the biggest brands in the world to resonate with a new audience. Originally from Lima, Peru, Daniel has been recognized in AdAge’s Creative’s You Need to Know and Adweek’s Top 100 Creative List.