Instrument Appoints Jack De Caluwé as CCO

In his role, De Caluwé will work with Instrument’s executive leadership on creative direction, talent development and client relationships

Instrument has appointed Jack De Caluwé as Chief Creative Officer, bringing the creative leader back to the Stagwell agency after almost nine years at the company. De Caluwé joins from R/GA and will oversee creative across brand, product, digital experiences, campaigns and emerging technology.

In his role, De Caluwé will work with Instrument’s executive leadership on creative direction, talent development and client relationships. He will also focus on raising the creative standard across the agency.

De Caluwé returns to Instrument

De Caluwé previously spent almost nine years at Instrument, where he contributed to the agency’s creative culture and work for clients including Electronic Arts, Google, Notion and ServiceNow.

His career has also included creative leadership for brands such as Nike, Apple, The New York Times, Patagonia, Netflix, Stripe, Dropbox and Uber. His work has received recognition from the Webby Awards, CLIO Awards and The One Show.

Creative leader brings global experience

During his previous tenure at Instrument, De Caluwé helped evolve Electronic Arts’ brand platform, lead creative work across Google and develop Notion’s first international brand campaign, For Your Life’s Work. He also led the development of ServiceNow’s agentic AI identity and design system.

Instrument has operated across creativity and technology for two decades. In 2026, the agency was named Design Studio of the Year at the Campaign US Agency of the Year Awards. It has also expanded its senior creative team with Terence Hobson, Group Executive Creative Director, Brand Studio, and Yan Sze Li, Group Executive Creative Director, Product Studio.

Instrument expands creative leadership team

Jack De Caluwé, Chief Creative Officer, Instrument: "We’re in one of those rare moments where the canvas is being stretched in every direction. Technology is opening up new ways to make things, culture is evolving in real time, and creativity has never had more room to surprise people. I wanted to be somewhere that sees that as an invitation rather than a disruption. Instrument is that place. I want us to be a studio where you can feel something is always happening. The kind of place people keep bookmarked for when they need a reminder of what’s possible. A place willing to take big swings, make things with real character, attract restless talent, and chase ideas into unexpected places. That’s the creative practice I want to build and the role I want Instrument to play in whatever comes next."

Laurel Burton, CEO, Instrument: "Jack is a force multiplier for ingenuity and innovation, always pushing beyond familiar patterns to create space for unexpected ideas. That’s the role we want to play for our partners: challenging conventional thinking to create iconic work. With Jack returning to Instrument, we’re not only advancing our clients’ work, but strengthening our creative identity, attracting top talent and increasing the creative force we bring to every partnership."

The appointment strengthens Instrument’s creative leadership as the agency expands its work across brand, technology and digital experiences.

www.instrument.com

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