OUTFRONT Media Appointed New Creative Lead for IRL Studios
The firm hired Mariano Jeger to merge its creative and innovation teams for client campaigns.
Updated on Sept. 23, 2026 in People
OUTFRONT Media has appointed Mariano Jeger as the Chief Creative Officer of its unified IRL Studios practice. Jeger will lead the integration of the company's Creative Studios and XLabs teams to manage output for enterprise and commercial clients.
Why it matters
This executive move marks an effort to streamline creative and innovation functions under a single leader. By consolidating these departments, the company aims to unify its service offering for brands operating in competitive commercial spaces.
Jeger joins the firm after spending nearly a decade at R/GA, bringing experience from past roles at Droga5 and TBWA\Media Arts Lab. He now oversees the integration of the internal creative and innovation units.
The players
Mariano Jeger
The new Chief Creative Officer of IRL Studios who previously held leadership roles at Droga5 and R/GA.
OUTFRONT Media
A major provider of outdoor advertising and signage solutions that manages creative and innovation studios.
Stacy Minero
The Chief Marketing & Experience Officer at OUTFRONT Media who oversees the company's creative leadership.
The details
Jeger will operate from New York and report directly to Chief Marketing & Experience Officer Stacy Minero. His primary mandate is the formal integration of the Creative Studios and XLabs teams into the singular IRL Studios unit. This organizational shift is intended to standardize how creative work is delivered across both enterprise brands and commercial client accounts.
Timeline
September 23, 2026: Official announcement date.
Market Landscape
This consolidation follows the industry trend toward unifying siloed creative and technology departments, mirroring moves seen at several large-scale marketing firms. The move signals a shift toward centralized service delivery as firms look to optimize agency-style internal teams.
Operators should monitor whether this integration leads to faster turnaround times or lower costs for cross-platform advertising projects. Review your current vendor contracts to see if unified studio structures provide better value than managing separate creative and innovation teams.
The takeaway
Centralizing creative and innovation functions can reduce operational friction but requires a strong leader to balance both technical and artistic outputs. Track Jeger's initial project rollouts to determine if this new structure increases the efficacy of your own marketing-spend metrics.
Further reading
For more coverage on executive leadership changes, visit People.
Source note: This article includes information reported by Indian Advertising Media & Marketing News - exchange4media.
