Barbarian Appointed Patty Quintero as Marketing Director

The agency hired the former McCann Worldgroup executive to lead its new growth and marketing strategy.

Updated on Oct. 6, 2026 in Advertising

Bold flat-color editorial illustration depicting a central pillar surrounded by ascending geometric shapes representing corporate growth and strategy. — Barbarian has appointed former McCann Worldgroup executive Patty Quintero as its new executive director of growth and marketing to lead business strategy. AI Illustration. Upload story photo >

Barbarian has named Patty Quintero as its new executive director of growth and marketing. Quintero joins the New York agency from McCann Worldgroup to oversee an integrated marketing engine.

Why it matters

The appointment aims to modernize the agency's growth strategy by identifying new market opportunities. Quintero will connect creative, technology, and data capabilities to support the firm's broader business objectives.

Barbarian was founded in 2001 and operates as part of the Cheil Agency Network. The agency previously introduced its Adaptive Brand Solutions platform in June 2026.

The players

Patty Quintero

She is the new executive director of growth and marketing at Barbarian who previously held a position at McCann Worldgroup.

Barbarian

This is a New York-based creative agency founded in 2001 that is currently a part of the Cheil Agency Network.

McCann Worldgroup

This is a global marketing services network that served as the former employer of the new Barbarian executive director.

Cheil Agency Network

This is a multinational advertising and marketing agency network that includes Barbarian as one of its member organizations.

The details

Quintero is tasked with building a proactive, integrated marketing engine that utilizes the agency's existing capabilities. Her role focuses on developing a modern growth organization while leveraging Adaptive Brand Solutions, which includes AI-led commerce and generative interfaces.

Barbarian was founded in 2001.
The agency launched Adaptive Brand Solutions in June 2026.
Patty Quintero was appointed to the executive role on October 6, 2026.

Market Landscape

The agency's move reflects a wider industry shift toward integrating AI-led commerce and generative interfaces into core growth strategies. By centralizing leadership, Barbarian positions itself to better compete for digital-first market share against rival creative shops.

Clients of the agency can expect a more unified approach to projects as the new leadership streamlines creative and data services. This internal restructuring may lead to more integrated, AI-driven solutions for brands seeking modern marketing support.

The takeaway

The appointment emphasizes the growing demand for leadership roles that bridge the gap between high-level creative work and complex data integration. Businesses should expect similar consolidation of strategy and technology roles as marketing engines become increasingly automated.