There is a theory in organizational management that the best way to run a company with twelve offices is to hire people who have known each other for a very long time and hope they still get along.

Gut, the independent creative network that has expanded rapidly since its founding in 2018, is testing this theory with a series of promotions announced this week. Renata Neumann becomes global head of production, while Joaquin Cubria and Ignacio Ferioli — known within the agency as Joaco and Nacho, respectively — have been elevated to global chief creative officers. All three have been with Gut since 2019, which in agency years is roughly equivalent to a silver anniversary.

The appointments represent new positions for the network, which is still assembling the kind of global leadership infrastructure that larger holding company agencies have maintained for decades. Mr. Cubria said in an interview that the challenge would be connecting the agency's dozen offices "seamlessly" rather than "adding layers," a distinction that sounds simpler in conversation than it tends to be in practice.

The three executives share a history that predates their arrival at Gut. Mr. Cubria and Mr. Ferioli worked together as creative directors at Ogilvy and later at David, the agency founded by Gut's principals, where they met Ms. Neumann, who was then an assistant producer. (One imagines the reunion was less fraught than most.)

In a joint statement, Mr. Cubria and Mr. Ferioli described themselves as "one creative mind in two bodies," a formulation that is either genuinely touching or mildly unsettling, depending on one's tolerance for creative-department mysticism. Mr. Ferioli, who oversaw the opening of Gut's Mexico City office in 2021, said the two men "share the same criteria in terms of creativity."

Ms. Neumann, for her part, described production as "the powerhouse behind creativity," which is the sort of thing production people have been saying for years, usually to rooms full of people who are not listening.

Original story published in campaignlive.com: "Gut builds global leadership team with creative, production promotions | Campaign US"