We’re thrilled to announce the appointment of Mack Reynolds as SVP of Global Creative Strategy at Shuttlerock. Mack joins from Meta, where he served as Global Creative Strategy Lead at Creative Shop and will now lead Shuttlerock's newly established Global Creative team.
This appointment reflects the complexity brand marketers are facing globally. The demand for high-performing creative with the use of AI has never been greater and the gap between what brands need, what they can produce and how fast they can do it is widening. Shuttlerock’s unique solution of human creativity and intelligent technology is built to solve this exact problem.
We partner with brands to amplify their creative foundations across the media ecosystem. In-market creative teams bring strategy and execution, either originating new campaigns or optimizing existing ones and scale them through Shuttlerock Cloud, our proprietary technology platform.
Our growth validates the problem we’re solving. Over the past two years, total asset delivery has doubled across our customer base, representing 47% year-on-year growth in assets created and scaled globally, all done through Shuttlerock Cloud. The US is also experiencing rapid growth, with 38% year-on-year growth in asset delivery for brands like Nestlé, BMW and SC Johnson.
"For brands, reach and scale are still the goal. What's changed is the need to diversify content and the speed and volume required to do that successfully," says Mack Reynolds, SVP of Global Creative Strategy at Shuttlerock. "We help brands create at the speed of culture without diluting their promise or brand identity. We amplify their message by expressing it in more personalized and relevant ways to match the audience's mindset wherever they are. That combination is exactly what marketers need right now.”
Mack brings two decades of agency and platform experience. During his time at Meta's Creative Shop, he partnered with brands including P&G, Nike and Mars, helped shape Meta's "Creative is the new targeting" philosophy and developed a deep understanding of how brands capture attention in today’s algorithm-driven landscape.
“Mack represents exactly the creative leadership Shuttlerock needs at this moment,” says Jonny Hendriksen, CEO, Shuttlerock. “Marketers are feeling real creative exhaustion as they need to deliver more personalized, on-brand content than ever before and traditional production and agency models can’t keep up. We’re bringing together talent, technology, AI, automation and creative workflows to help brands navigate that challenge with our creative development system.”
Solving the Creative Complexity Tax
Mack will lead Shuttlerock’s Global Creative team, bringing together strategists, designers and AI experts to help brands create and personalize content at scale. He will also work closely with product and technology teams to develop new creative tooling offerings, including accelerating Shuttlerock's Catalog Video (CV) offering, one of our newest solutions.
Powered by proprietary rendering technology capable of generating up to 40,000 videos per second, our catalog solution can transform static product catalog imagery into bespoke on-brand video at scale while automatically refreshing products, pricing and inventory in real time. Already brands like Hilton are seeing strong results whe partnering with us on our catalog video technology. This includes a 13% increase in bookings and an 8% increase in return on ad spend.
Together, these efforts are designed to help brands address what Mack calls the ‘creative complexity tax’, the growing challenge of delivering more content across a fragmented network of channels and audiences, without impacting brand consistency.
"The struggle is real for marketers with the complexity tax of the landscape today, but we really see it as the greatest opportunity for creativity in history," concludes Reynolds. "Never before have brands been able to express their benefits in the language and codes of more audiences to build relevance. Our team makes sure they do it in a way people can't miss and I’m excited to get started.”
