LOS ANGELES, Wednesday: Publicis’ California-based digital agency for premium brands, Team One, has hired Kiwi expat Kirsten Rutherford as executive creative director on Expedia.
In her new role, Rutherford leads all Expedia global creative work, overseeing creative talent at Team One as well as global teams in London, Hong Kong, Singapore, South Korea and Tokyo. She is responsible for the continuity of the Expedia brand voice, ensuring work is consistent across all continents.
Team One CCO Chris Graves said: “We feel really fortunate to have Kirsten here to lead this team. Her global pedigree, creative talent and boundless energy make her perfect for the role, and a great fit for the culture here at Team One.
“We’re all excited about the potential of this brand and the passion that Kirsten will bring to it.”
Rutherford said: “As a Kiwi turned Brit living in America, I’m thrilled at the opportunity to help the world’s leading travel brand go places. Throw Chris Graves, perhaps the nicest man in advertising, into the mix and Team One has given me the perfect ingredients to make the world a better place through kindness and creativity.”
“Rutherford began her career in New Zealand in 1997, working for DDB, M&C Saatchi and FCB.”
Prior to Team One, Rutherford was creative director at TBWA\Chiat\Day LA, where she led brands like Intuit QuickBooks, Persil, Southwest Airlines, Viking Cruises, the LA Mayor’s Office and TrinityKids Care Children’s Hospice.
Her work for Gatorade’s Sisters In Sweat campaign, encouraging young women to keep playing sports, was awarded at Cannes and One Show in 2018, as well as the Grand Clio for Social Good.
Rutherford began her career in New Zealand in 1997, working for DDB, M&C Saatchi and FCB.
In 2005, she moved to Saatchi & Saatchi London, before joining Brothers & Sisters London. In 2011, she joined Wieden+Kennedy London, creating work for clients like Honda (now part of MoMA’s permanent collection), Fondazione Prada and Tesco. In 2013, she crossed the Atlantic to join 72andSunny where she was the lead creative for Target, Starbucks and Tillamook.
At Brothers & Sisters, Rutherford created Streetmuseum for the Museum of London – a groundbreaking AR app, which became the most awarded app in the world at the time.
Her mission to use creativity for good has resulted in Rutherford leading pro-bono passion projects for brands including Make-A-Wish America and the LA Commission on the Status of Women, where she has been a leading force behind a campaign raising awareness about human trafficking in Los Angeles.
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