Susan Credle
Originally honored: FCB, 2016
Living legend: Few creatives have shaped modern advertising with the consistency and craft of Susan Credle—as we said in 2016, she is the “advocate of the everlasting, enemy of the ephemeral.” Beginning as an intern at BBDO, Credle rose to ECD and held top-level roles at Leo Burnett Chicago, FCB, and IPG. Throughout, she advocated for “never finished ideas,” the kind that could always be built on or expressed in new ways, to keep brands dynamic.
Mascot master: If there’s a modern mascot you love, chances are Credle had a hand in creating them. She helped update M&M’s Red and Yellow duo (as well as creating their gang of friends), and bring to life Allstate’s real-life mischief maker, Mayhem, played by Dean Winters. Oh, and she also got in our feelings with a McDonald’s literacy campaign and an anti-bullying spot for Secret.
Giving her due: Credle will receive the Lion of St. Mark lifetime achievement honor at the 2026 Cannes Lions festival to celebrate her four decades in the industry.
Zaria Parvez
Head of Social, DoorDash
Originally honored: Duolingo, 2022
Whodunnit: Zaria Parvez killed off one of her greatest achievements, and we love her for it. Since first being named to the Creative 100 in 2022, she turned Duolingo from a clever social presence into a cultural phenomenon, racking up over 30 billion organic impressions without paying for access. Then, as her final act, she killed the company’s owl mascot with the acclaimed “Death of Duo” campaign.
