McCann New York has hired Perry Fair as evp, Global Executive Creative Director and Director of Entertainment, a new role at the agency.

He comes from Juul Labs, where he most recently was Vice President, Global Brand Management. In this role, he led global branding, loyalty programs, creativity and design.

Fair McCann offers a mixture of agency and brand experience. Early in his career, he held creative positions with agencies such as TBWA and Gray before becoming President and Chief Creative Officer of J. Walter Thompson Atlanta. More recently, he’s worked for brands like Beats by Dre and Red Bull.

According to McCann New York, Fair will “dedicate a significant amount of his time to Verizon,” its largest customer.

Fair said he would use his entertainment background at McCann. He told Adweek that entertainment had “always been a cornerstone” of his career, noting that in 2007 he sold his first screenplay to Intrepid Pictures.

As a vp of Global Brand Creative at Beats by Dre, Fair worked on a branded content series called “The Shop” with NBA stars LeBron James, Kevin Durant, James Harden and others. The series was eventually picked up by HBO.

At Red Bull Media House, where he served as the head of partnerships, Fair said he had the opportunity to “collaborate with and support creators of culturally impactful work in music, art, culture and sports.”

Fair also noted that his time on the brand side helped him understand the “challenges chief marketing officers face today more than ever when it comes to driving innovation, growth, and business challenges.”

“It’s great to know through experience what our clients are going through and how to be the right agency partner,” he said. When asked about his time at Juul Labs, which has been embroiled in controversy and lawsuits over the past few years for sparking a nicotine epidemic among teenagers, he chose not to comment.

“We’re always looking for people who can help brands like Verizon land in culture and play an important role in people’s lives. Perry is all about the intersection of brands and culture, ”said Sean Bryan and Tom Murphy, Co-Chief Creative Officers of McCann North America, in a joint statement. “We have been fans of his work for years and we are very happy to have his perspective and great ideas here at McCann.”

In addition to Verizon, McCann works with clients such as Microsoft, L’Oréal and the United States Postal Service. Its CEO Harris Diamond retired last year. Bill Kolb, who previously served as chief operating officer of the global network, succeeded Diamond. Devika Bulchandani, McCann’s president for North America, left in November to join Ogilvy.