INNOCEAN USA has named Leslie Barrett its first president. Barrett spent 25 years at Goodby Silverstein & Partners, where she served as only the third president in the agency’s 30-year history. She starts at INNOCEAN on September 29, according to Ad Age.
Barrett will report to Head of Global Business and CEO Steve Jun and oversee agency operations, growth, new business, client services and innovation. A major focus will be on expanding INNOCEAN into new client categories beyond its reputation for handling primarily automotive advertising.
25 Years at One of the Best
At Goodby Silverstein & Partners, Barrett was president and partner at one of the industry’s most respected creative shops. She led GS&P’s BMW account, which was expanded to include Mini in 2023, and oversaw major accounts such as Comcast/Xfinity, Nest, One Medical, Oura, General Mills, Samuel Adams, and Califia Farms.
“Leslie Barrett has been a big part of the soul of this place for nearly 26 years,” said Jeff Goodby, GS&P co-founder and co-chairman. “She’s driven new business, steered some of our biggest clients, and negotiated like no one else I’ve ever seen. She believes in generosity, humor and honesty, and she’s led with all three.”
Barrett has a background in automotive advertising and became director of new business in 2014, was named partner in 2016, and became president in 2023. Born in Zurich, Switzerland, she moved to the U.S. at age 13 and began her advertising career at Anderson & Lembke, where she worked on Microsoft for three years before joining Goodby.
INNOCEAN’s Strategic Moment
INNOCEAN has been methodically expanding beyond its automotive foundation with strategic hires, including Lee Maicon from The Community as chief strategy officer in May and Ashley Carr from The Many as group strategy director in July. Tracy Morrissey joined from Amazon as senior VP of media and performance in March.
The approach is working. INNOCEAN’s win of El Pollo Loco from incumbent agency Organic came directly from this talent infusion and repositioning effort.
“It’s really just a unique opportunity,” Barrett said. “It’s a place that has all the capabilities of a giant holding company but still retains the heart of an independent. I like that spirit. It’s what I grew up in … and it’s just a chance to reimagine modern advertising.”
The Independent Agency Calculation
“Leslie’s arrival marks a pivotal moment for INNOCEAN,” said Jun. “We’re entering a new chapter—one where we’re not just navigating change, we’re charting new territory. Leslie is the kind of leader who thrives in complex environments, pairing fearless passion with a deep commitment to helping brands reach their full potential.”
Barrett’s move reflects something happening in the agency landscape. When someone leaves a president role at an agency within Omnicom for a president role at an independent shop, it suggests the indie world has reached a different level of credibility and opportunity.
Barrett is also a champion of emerging technology and passionate about how AI can optimize operations, elevate strategy and unlock new creative possibilities. “Creative potential has no ceiling when bold experimentation meets human insight,” Barrett said.
Why Now Makes Sense
Barrett’s move comes against the backdrop of Omnicom’s proposed acquisition of Interpublic Group of Cos., which was conditionally cleared by the U.S. Federal Trade Commission in June and is expected to bring leadership changes across the holding company landscape.
“I also crave new perspective and experiences,” Barrett said. “You can love something for a real long time, and then at some point it’s like ‘I’ve done this for a long time.'”
Fair enough. Sometimes the best next step is simply the one that feels right.
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