Merkle B2B appoints Min Zie Liyu as executive creative director for APAC

Singapore – Merkle B2B, the B2B arm of dentsu’s customer experience agency Merkle, has announced the appointment of Min Zie Liyu to the role of executive creative director for APAC. Based in Singapore, Min Zie will oversee Merkle B2B’s creative work with key clients in the region. 

Min Zie brings a wealth of experience and expertise in the creative space to the role. His career spans over two decades across advertising, communications and design in Japan and Singapore. He has previously worked at Bates Singapore, Bates141 Japan, OgilvyAction Tokyo, JWT and Wunderman Thompson. 

He has also previously led the creative strategy on major brands including HSBC, Changi Airport, Audi Japan, Lazada, Unilever, Johnson & Johnson, Housing Development Board, Kellogg’s, Heineken and Nokia. During his career, Min Zie has won almost 80 industry awards, including at Cannes, Ad Fest, One Show, Mob-ex, as well as JWT Singapore’s first Gold Effies and Media Grand Prix for SilkAir. 

Dentsu International shared that Min Zie’s expertise lies in crafting brand experiences that create lasting value and driving creativity that leverages insightful data and technology.

Farrokh Madon, chief creative officer of Merkle B2B for APAC, said, “Min Zie is an incredibly passionate creative talent. His creative storytelling leveraging data and tech have won accolades and [is] recognised worldwide. We are delighted to have him join Merkle B2B and bolster our strong creative team.” 

Min Zie himself commented, “I am excited to work with the talented team at Merkle to help companies create well-crafted and profoundly engaging customer experiences through creativity that leverages expertise in insightful data and tech empowerment.”