He joins from Juul Labs, where he most recently served as vp of global brand management. In this role, he managed global branding, loyalty programs, creativity and design.

Fair brings a mix of agency and brand experience to McCann. Earlier in his career, he held creative positions at agencies including TBWA and Grey before becoming president and chief creative officer of J. Walter Thompson Atlanta. More recently, he’s worked at brands including Beats by Dre and Red Bull.

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

Fair said he will leverage his background in entertainment at McCann. He told Adweek that entertainment has “always been a cornerstone” of his career, noting that he sold his first script to Intrepid Pictures in 2007.

As vp of global brand creative at Beats by Dre, Fair worked on a branded content series called “The Shop” featuring NBA stars LeBron James, Kevin Durant, James Harden and others. The series was ultimately picked up by HBO.

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

Fair also noted that his time spent on the brand side has helped him understand the “challenges chief marketing officers face now more than ever in driving innovation, growth and navigating 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 spent at Juul Labs, which has found itself embroiled in controversy—and lawsuits—in recent years for fueling a nicotine epidemic among teenagers, he chose not to comment.

“We are always looking for people who can help brands like Verizon land in culture, and earn a meaningful role in people’s lives. And Perry’s work is all about that intersection of brands and culture,” Sean Bryan and Tom Murphy, co-chief creative officers of McCann North America, said in a joint statement. “We have been fans of his work for years, and we are really excited to have his perspective, and awesome ideas, here at McCann.”

In addition to Verizon, McCann works with clients including 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 North America president, left in November to join Ogilvy.