Facebook just promoted a key exec — and the move hints at the company's future advertising plans
Mark D’Arcy is Facebook’s vp of global business marketing and chief creative officer.
- Mark D’Arcy has been promoted to VP of global business marketing and chief creative officer, a role that oversees Facebook’s team of creative strategists and its more traditional marketing function.
- D’Arcy previously has been focused on Creative Shop, which helps brands think through campaigns both on Facebook and off Facebook.
- A good chunk of that work focuses on new ad formats like Stories, chatbots and video that Facebook is focusing on to grow its next wave of revenue.
Facebook needs a plan to fit more advertising into its already massive network of services — including Instagram, Messenger and WhatsApp — in addition to the flagship social app. To do so, it’s promoted a key advertising exec to oversee the company’s creative efforts.
Specifically the company has elevated Mark D’Arcy, formerly chief creative officer, to the expanded role of VP of global business marketing and chief creative officer. D’Arcy is filling the role that has been open since November when Sarah Personette left Facebook to become Refinery29’s chief operating officer.
During Facebook’s second-quarter earnings on Wednesday, execs talked up new advertising inventory like Stories and video as being key to growing its future revenue. Facebook’s newsfeed is reaching a maximum ad load and the company is eyeing new formats like full-screen Stories and sponsored posts within Messenger.
That’s where D’Arcy will likely focus his attention.
Up until now, D’Arcy’s purview has primarily been on Creative Shop, Facebook’s in-house team of creative strategists that helps advertisers make ads for Facebook’s apps. Under his new role, he’s responsible for the company’s creative efforts across Creative Shop and Facebook’s global marketing business team, which is Facebook’s more traditional marketing function that works with advertisers and agencies to develop advertising and products for advertisers and agencies.
“The role is a natural progression of what I love to do – helping businesses tell great stories,” D’Arcy said in a statement. “It’s an exciting challenge to develop new marketing programs and tools for all businesses from the world’s most established brands to small businesses and entrepreneurs that use our platforms to grow.”
He will co-lead both groups with Carolyn Everson, also VP of global marketing solutions, and will report to David Fischer, Facebook’s VP of business and marketing partnerships.
“I’ve had the pleasure of watching him transform Facebook’s role in the creative community over the last seven years,” Fischer said in a statement. “He’s a proven leader and talented storyteller who will bring a vital perspective to our business marketing programs.”
D’Arcy has worked at Facebook since 2011 and created Facebook’s creative council in 2012, encompassing a group of agency creatives who regularly meet with Facebook to talk about new opportunities and challenges on the platform. Previous to Facebook, D’Arcy worked at Time Warner, holding the roles of senior VP as well as president and chief creative officer.
Facebook needs to think beyond the newsfeed
D’Arcy’s promotion comes at a critical time for Facebook’s ad business.
While ad revenues continue to skyrocket year over year, Facebook missed analysts’ expectations during second-quarter earnings Wednesday, a rare moment in its explosive growth over the past few years. During a conference call, Facebook execs also warned investors that revenue could drop by a “high-single digit” percentage during the second half of 2018.
Part of the problem: Facebook is running out of space to squeeze ads into both Facebook and Instagram newsfeeds. Execs explained during the call how the company is betting on new ad formats that don’t solely live within the newsfeed like Stories and more video to grow its next wave of revenue.
Facebook’s Creative Shop often experiments with the platform’s more nascent ad formats for brands like Chevrolet that want help creating bigger campaigns that include components like chatbots and virtual reality.
In theory, D’Arcy will be able to bring that experience to the wider Facebook ads team, which could help convince marketers to test out the newer formats.
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