Singapore — Grey Group, the global advertising and marketing network, has announced the appointment of Davi Sing Liu, previously the regional CCO of Grey Greater China, as Grey’s chief creative officer (CCO) for P&G Asia, Middle East and Africa (AMEA).
Liu is an established and respected creative who holds over 20 years of extensive experience across multiple geographies. In his previous role as regional CCO, he led the creative output for high-value clients namely Volvo, HSBC, P&G, and Hong Kong Tourism Board.
Prior to joining Grey Group in 2019, he helped build Enso, the Los Angeles-based agency focused on purpose-led brands and projects with new-economy clients such as Google, Medium, Uber, Khan Academy, among others, while also working with innovative startups.
His other creative projects include; first creative director for MakeMake Entertainment, first integrated creative director for Deutsch La, creative director on transmedia projects at Modernista!, and he worked on the Nike campaigns for Japan, China, and APAC for Wieden+Kennedy. Liu also contributed to Wieden+Kennedy TokyoLab, the multi-media music and film label.
Not only is Liu a veteran in the industry, but he is also a decorated creative mind, winning numerous awards at One Show, Effies, the SXSW Interactive, Communication Arts. He has also participated in various juries such as Cannes Lions and D&AD. He is also a member of Grey’s Global creative board.
Based in Shanghai, Liu will be part of Grey’s P&G Global Leadership Team, reporting to Javier Campopiano, worldwide chief creative officer of Grey Group, and working closely with Nirvik Singh, global COO and president international of Grey Group, and John Patroulis, global creative chairman and president, creative businessof Grey Group.
Grey Group’s worldwide CCO Campopiano said, “Our constant commitment to the creative product and famously effective work requires focusing the best talent into our biggest clients. Grey and P&G have a long history of world-class, award-winning work. Davi´s arrival is key to ensure that we keep honouring that legacy with exciting work for such a highly competitive and innovative region.”
Singh, commented on the Lius appointment, saying, “Davi brings meaningful cultural insights to contemporary, purpose-led creative work. His appointment emphasises the importance we place on game-changing creativity to achieve growth for our clients – I look forward to seeing even more ‘famously effective’ work from our P&G AMEA Borderless Studio.”
Meanwhile, Patroulis shared, “We are always looking for new and better ways to bring the full power of creativity to the work that moves our client’s business forward. Creating the first CCO role to focus solely on P&G AMEA is meant to do just that. And in Davi we have a passionate, deeply creative, entirely empathetic leader the role deserves, so we couldn’t be more excited.”
Commenting on his appointment, Liu shared he is always grateful for a role that leverages creativity and innovation to serve not only clients and brands but the people they reach.
“It’s an exceptional time in our world and industry to work on brands and their products that affect everyday lives. I hope to be useful in making an impact with our partners across the P&G work,” Liu said.
Liu will partner with Sarah Trombetta, chief client officer for WPP/Grey P&G AMEA, to set the creative vision, direction, and ambition for P&G’s portfolio of iconic brands across the region.
