Jillian Mascarenhas on Business Artistry and Rebranding International

Jillian Mascarenhas, the strategy director at Kurppa Hosk, shares insights into her professional journey, the agency's approach of 'business artistry,' and the rebranding of Navistar to International. Originally from NYC and later raised in Virginia, she attended a fine arts magnet school before obtaining a business degree from UVA. After spending two years in marketing, she discovered her passion for brand strategy, combining her business acumen with creativity. At Kurppa Hosk, she oversees strategy, blending design with client relations. A significant achievement was the rebranding of Navistar, which positioned International as a masterbrand with the campaign 'We're International.' She has also worked on projects for Zalando and Scania, emphasizing the need for agencies to form strategic partnerships and for creatives to cultivate hybrid skills amidst hyper-commoditization challenges.