Recognized in 2019 as an Ad Age “Woman to Watch,” Xanthe is currently Senior Director & Global ECD for Google Devices & Services, based out of Mountain View, California. In her role, Xanthe’s scope spans 5 categories (Smart Home, Smartphone, Laptops/Tablets, Gaming & Subscriptions) across 8+ global markets: and the following product lines: Google Pixel, Nest, Stadia, Home, Wifi, Chromecast, Accessories, Google One and more. She was also recognized in 2015 by Ad Age as one of the industry's "40 Under 40," by Business Insider as one of "30 Most Creative Women in Advertising,"
Xanthe leads all creative output globally for Google Devices & Services, including TV, digital, OOH, print, packaging, retail, experiential, googlestore.com and pop-ups. She works in close collaboration with multiple agencies in addition to overseeing a large internal creative team of 150+ creatives: art directors, designers, writers, package designers, 2D/3D retail designers, digital creatives, photographers, retouchers, production artists, producers, traffic, operations, brand strategists and creative directors assigned to each of the major brands.
Before becoming ECD of Google Devices & Services, Xanthe served as Global Creative Director at Nest, where she helped earn the brand some national accolades both in pop culture and in industry award shows, picking up two Gold One Show pencils, two gold Andys, two gold Addy awards, FWA mentions and one bronze Cannes Lion. She helped the brand launch five new hardware products: Nest Hello video doorbell, Nest Secure Alarm System, Nest Thermostat E, Nest Yale Lock and several accessories.
Prior to that, she served as Executive Creative Director at TBWA \MAL for Good, working on social good initiatives for Laurene Powell Jobs' organization, Emerson Collective. Working alongside Lee Clow for the second time during her career, inspired her create memorable work for XQ: The Super School Project and One Love, an organization supporting healthy relationships that picked up a silver Cannes Lion for "Behind the Post," a film about the dichotomy of social media and toxic relationships.
Before her time at \MAL, Xanthe served as Partner and Chief Creative Officer of Los Angeles-based boutique agency Pitch. While there, she helped boost Pitch into the national spotlight and her work earned the agency a spot on Ad Age's "Agency to Watch" A-List and a Small Agency Award. She helped the agency realize 30%+ YOY growth in both revenue and talent and was instrumental in landing multiple accounts including Netflix, Pepsi, Waldorf Astoria, SunPower, Arrowhead, Bonefish Grill, Konami, San Manuel Casino, Citrix, Weingart Center for the Homeless, Meineke, Santa Barbara Museum of Natural History, Maaco, Closet Factory, Pinkberry and Living Spaces.
Prior to joining Pitch, she spent the formative part of her career at TBWA\Chiat\Day Los Angeles where she spent 7 years leading efforts on Pepsi, Diet Pepsi, Kraft, Pinkberry, Bare Escentuals and Stacy's Chips. She started her advertising career at Ground Zero working on ESPN. Xanthe's work has been cited by numerous press outlets, including AdAge, Fast Company, Adweek, Creativity and the New York Times for her work in addition to all the major industry award shows including Cannes Lions, The One Show, Andys, Communication Arts and Clios.
Outside of agency life, Xanthe is an active 3% conference participant, partner in OH YES!, a natural foods pizza company sold in Whole Foods and co-founder of Breathe, a natural cleaning line sold in 100 Wegman's stores on the East Coast. She has also been recently recognized as one of "17 Los Angeles Power Moms" by Red Tricycle and by the Genii Awards for "Excellence in Advertising 2016." An art director by trade, she was born and raised in the heart of San Francisco but now lives in Palo Alto with her family.
Communication Arts, Interactive Issue
"Promoted to Fail: A Creative's Journey to Leadership"
"How to Stop Your Best Creatives from Leaving You"
Commentator / Interviewee
Super Bowl XLIX: An Insider's View Of The Ads
Bestads Six of the Best reviewed by Xanthe Wells, CCO/partner, Pitch, California
"Best SNL Ads as Chosen by Ad Execs"
"How to Win a Clio Award"
Keynote Speaker, Harvard Business School, Marketing Summit
Guest Lecturer, USC, Annenberg School for Communication and Journalism 2016
Cannes Festival of Creativity, June 2016
Speaker, VCU Brandcenter, December 6, 2013
Panelist, 3% Conference, Los Angeles, August 2013
Moderator, 3% Conference, San Francisco, October 2013
Speaker, 3% Conference, November 2014, "CD Bootcamp" with Rob Schwartz
Guest Speaker, Cal State Fullerton 2013 & 2014
July 2017 - Present
Google Devices & Services
Overseeing creative output for Pixel, Nest, Stadia Chromecast, Wifi, Subscriptions and services across 8+ key global markets across all touch points: packaging, retail, experiential, TV, print, OOH, digital, gStore, CRM, demand gen & internal branding
Google Devices & Services
Oversaw creative output for Pixel, Nest, Stadia Chromecast, Wifi, Subscriptions and services across 8+ key global markets
Responsible for creative across all consumer touch points: Packaging, channel retail, pop-ups, gStore, experiential activations, traditional and non-traditional advertising
Led a creative team of over 150+ people; reporting directly to Thomas Ranese, VP of Marketing for Google Devices & Services
Award winning creative director with 15+ years of experience running teams to deliver excellent work
Drove creative work across packaging, retail, experiential, print, OOH, TV & video mediums
Oversaw team of 40; reporting directly to CMO
Cannes, One Show, Andys, Addys award winning creative
TBWA \ MAL FOR GOOD
1 yrs 4 mos
Executive Creative Director
Worked directly with Lee Clow on his last major advertising endeavor: \MAL FOR GOOD, a sister agency to TBWA\MAL set up to service social good clients, including but not limited to Emerson Collective, Laurene Powel-Jobs' foundation with tentacles in education (XQ: The SuperSchool Project), social impact (Chicago C.R.E.D.) and climate (Do-Fest).
Earned Cannes Lion for One Love film "Behind the Post"
Partner & Chief Creative Officer
Grew agency from 1 client, Burger King, to over 13 in a few short year including Pepsi, Netflix, Nestle, Arrowhead, Waldorf Astoria, Bonefish Grill, San Manuel Casino, Konami, Mattel, Sunpower, Westfield, Maaco and Meineke.
Responsible for driving agency to recognized in the US as "Small Agency of the Year," "Agency to Watch" by AdAge and + 30%+ YOY growth in both revenue and talent leading to sale of company to Project:Worldwide in 2014.
TBWA \ Chiat Day, Los Angeles
Oversaw global creative efforts on Diet Pepsi, Pepsi, Pepsi Max in addition to US creative leadership on Pinkberry, Stacy's Chips and Kraft
Earned multiple awards and led a team of 20+ on Pepsi
Fostered an inclusive, productive culture within the team; mentored by Rob Schwartz (CEO, TBWA\Chiat\Day, New York) and Lee Clow (Global Chairman, TBWA)
Associate Creative Director
Pitched and won 7 out of 8 clients during the few years I was ACD at Chiat
Managed nimble teams on Hillshire Farm, Sara Lee, Pepsi, Diet Pepsi
Hired to work on PlayStation
Also served as art director on WaMu, Visa, Hillshire Farm, Sara Lee
ESPN, California Anti-Smoking Campaign, Pinky & Seriously Vodka
Production Assistant, Art Dept.
Monsters Inc., Finding Nemo, The Incredibles, Toy Story 2
2019 Ad Age Woman to Watch
2015 Ad Age “40 Under 40”
30 Most Creative Women in Advertising
"Excellence in Advertising: Xanthe Wells"
57th Annual Genii Awards
Small Agency of the Year, Silver, 11-75 Employees
Ad Age Agency A-List: Agency to Watch 2014
20 Small Agencies That Punch Above Their Weight
2018, Nest Solar Eclipse
International Andy Awards
Silicon Valley Addy Awards
Cannes Lions, Film
2018, One Love "Behind the Post"
Cannes Lions, Sustainability Goals
2018, Nest Solar Eclipse
Silver Cannes Lion, Cyber Category
Cannes Lions Festival 2010
Twitter Creative Favorites: Twestimates
Cannes Lions, Digital Craft
Bronze Andy Award
AWARD SHOW JURIES:
The One Show
The Andy Awards
A-List Hollywood Awards
Effie Awards, North America
National ADDY Awards, 2013
Communication Arts, Advertising Annual
3% Conference, Los Angeles