The first meeting with Johanna Roca was unforgettable. On the verge of a major life change, she was preparing to move across the world—a moment that would leave most people preoccupied and distracted. But not Jo. Instead, she was fully engaged, present, and open, leading to a conversation that was not only meaningful but also the beginning of something significant. Meanwhile, Accept & Proceed was reaching a pivotal moment. David Johnston shared the studio’s bold vision for the future, outlining an evolution that required a key missing piece—a partner in the US who could embody the creative excellence synonymous with A+P while also bringing a deep sense of values, kindness, and ambition to challenge and elevate the industry. That partner is Johanna Roca. The connection between these two forces marks the start of an exciting new chapter, one that is set to make a lasting impact on the creative world.