Eddie Bauer appointed José Cabaço as vice president and brand creative director. Cabaço most recently held the position of global concept creative director of C.O.D.E. (Center of Design Excellency) at Nike Inc.
“We are very excited to welcome José to Eddie Bauer,” says Mike Egeck, chief executive officer for Eddie Bauer. “José has a proven track record of being able to develop emotionally compelling brand stories that inspire consumers. His talents will be vital as we continue to amplify our voice within the active outdoor community.”
Cabaço brings more than 20 years of brand-building experience, having held positions in top agencies, including Young & Rubicam, Leo Burnett, and Saatchi & Saatchi, before co-founding his own advertising agency, Home, in Lisbon in 2001. The following year, his agency merged with Grey Worldwide where he served as Executive Creative Director, working with clients such as Procter & Gamble, Honda, and Skoda, among others. In 2003, he became creative director for Nike Europe at Wieden+Kennedy in Amsterdam before moving to its headquarters in Portland, Oregon in 2006, where he led the creative strategy for Nike Latin America and Electronic Arts. After a stint as chief creative officer at Euro RSCG in 2008, he returned to Nike, Inc. in 2010 as global brand creative director and continued to create award-winning creative campaigns for the brand.
Born in Mozambique, Cabaço graduated with a degree in industrial design from the Institute of Art & Design in Lisbon. His incomparable creative talent and expertise has earned him numerous awards including Cannes Lions and London International Advertising Awards, while his affinity for mentoring talent led him to become co-founder of Portugal's Art Directors Club and serve as a judge in the 50th Cannes Advertising Festival. When he's not submersed in pop culture, photography, art and design, Cabaço can be found outdoors pursuing adventures in car racing, mountain biking and surfing.
“I'm thrilled to be a part of this talented team at Eddie Bauer,” says Cabaço. “I want to push the limits of how people connect with the brand. Inspiring a new generation of adventurers is my ultimate goal. Inspiration is an essential part of living and at the heart of everything I do.”
