Ryan Scott has been promoted to SVP, Executive Creative Director at INNOCEAN USA, where he’ll continue leading creative for Hyundai Motor America after eight years of steadily rising through the agency’s creative ranks.
Scott joined INNOCEAN in 2017 as Group Creative Director, advanced to Vice President, Group Creative Director, and now steps into the senior leadership role. His promotion follows the departure of SVP, ECD Gui Borchert, who moved into full-time directing, but rather than looking outside, INNOCEAN promoted from within.
“Ryan has been a consistent creative force on the Hyundai business for years,” said Jason Sperling, Chief Creative Officer at INNOCEAN USA. “His promotion comes at a transformative time for the agency, as we continue to elevate our creative output and push Hyundai’s story forward in new ways.”
The Work That Built His Reputation
Scott’s fingerprints are all over Hyundai’s most memorable campaigns of the past five years. His “Smaht Pahk” Super Bowl spot in 2020—featuring Chris Evans, John Krasinski, Rachel Dratch and David Ortiz—generated 55+ million views, ranked #2 on USA TODAY’s Ad Meter, and drove a 6,982% increase in Hyundai traffic on Edmunds.com.
Before that, “The Elevator” in 2019 introduced Jason Bateman as Hyundai’s sardonic brand voice, a partnership now in its sixth year. The campaign hit #4 overall and #1 automotive on USA TODAY’s Ad Meter, establishing the dry, observational tone that became Hyundai’s signature.
This year, Scott led campaigns including “All That and More” for the new Palisade featuring Parker Posey, “Best of Both Worlds” with a French cowboy promoting hybrids, and “Add to Cart” for Amazon’s vehicle purchasing partnership.
Rising With a Rising Agency
Scott’s promotion comes as INNOCEAN continues its own transformation. The agency just won its second consecutive Cannes Lions Grand Prix, making Hyundai the first Korean automotive brand to achieve this recognition. Revenue hit $427 million in 2024 with 19% organic growth.
Recent leadership additions include president Leslie Barrett from Goodby Silverstein & Partners and Chief Strategy Officer Lee Maicon, alongside new business wins from Delta Faucet Company, El Pollo Loco and NEFT Vodka.
What Staying Put Gets You
In an industry where agency-hopping is often seen as the fastest path to advancement, Scott’s eight-year journey offers a different model. Before INNOCEAN, he built award-winning campaigns at Red Tettemer O’Connell + Partners, Deutsch, and TBWA\Chiat\Day for brands including Volkswagen, Snapple and Sony PlayStation.
But his Hyundai work—helping the brand sweep the top 10 US automotive TV commercials of 2024—shows what happens when you stay long enough to see your ideas fully realized and build on them.
“I’m incredibly excited to keep building on the remarkable momentum of the Hyundai brand as we continue to challenge the norms of the category,” Scott said. “Hyundai believes in the power of bold ideas, and leading the work alongside such an exceptionally talented INNOCEAN team is an honor.”
The promotion proves that sometimes the most interesting careers happen when you plant roots and grow something bigger.
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