Tag: Creative

Australia – AKQA has announced the appointment of Sarah McGregor as executive creative director for AKQA Australia, reinforcing the agency’s creative leadership in the region. In addition, David Clarke has been promoted to executive experience design director for APAC, elevating AKQA’s regional design capabilities across Asia-Pacific, effective immediately.

With over two decades of experience in Melbourne and London, Sarah has held senior creative roles at agencies including Dentsu Creative, Leo Burnett, cummins&partners, Karmarama, Y&R, and Grey London. Throughout her career, she has led award-winning campaigns for iconic brands such as Honda, Bonds, Nintendo, 7-Eleven, Virgin, Kmart, L’Oréal, The Iconic, Tourism Western Australia, Transplant Australia, and Marriage Equality.

Based in Melbourne, Sarah will work closely with AKQA Australia’s senior leadership team, including executive creative director Tara McKenty, chief strategy officer Iona Macgregor, executive strategy director Nicole Armstrong, general manager Sydney Justine Leong and managing director Jeremy Smart, to continue driving creative innovation and growth in the region.

Commenting on her new role, Sarah says, “AKQA has long been known for work that solves hard problems in inventive ways, courageously fusing creativity, technology, and humanity to create powerful work. I’m excited to join such a forward-thinking team and collaborate with our clients to create experiences that are not only innovative but truly meaningful.”

Meanwhile, David will lead AKQA’s experience design offering across Australia, New Zealand, and Japan, and will report to AKQA APAC CEO Brian Vella. Over the course of his career, David has worked at AKQA in London, New York and Australia. This latest move is set to strengthen the agency’s regional design leadership, ensures continuity, and positions AKQA to drive greater impact across the board.

“I owe much to my time at AKQA over the span of 20 years. London taught me the craft, New York shaped me as a leader, and now this role offers an incredible opportunity to amplify a region rich with creative potential. I’m energised by what’s ahead and honoured to be a part of such an ambitious network of talented people,” David says.

Jeremy Smart, managing director at AKQA Australia, stated, “Sarah brings a wonderful combination of creative excellence, leadership, and a deep understanding of purposeful storytelling. Her passion for innovation and inclusion reflects AKQA’s values and vision for the future. We’re thrilled to welcome her to the team and look forward to the energy and ideas she’ll bring to our clients and culture.”

He added, “It’s also great to see a strong leader like David, who has headed up our experience design team here in Australia, moving into a broader remit role, giving him the opportunity to bring his innovative and exceptional thinking to our wider APAC teams and clients.”

Australia – 72andSunny ANZ has recently welcomed new hires namely Hayley Noble and Madi Chan as creatives and V. Wassim Kanaan as creative director. The three of them will report to Wesley Hawes, CCO for 72andSunny ANZ.

Speaking on their appointments, Hayley and Madi said, “Continuing to grow as creatives under the guidance of Wez and Wassim is an exciting opportunity for us. We are pumped for this next challenge to work on great brands with great people.”

Meanwhile, Wassim commented, “It’s an incredible opportunity to join an agency with such a legacy globally and momentum locally, as well as a proven ability to create progressive ideas that go well beyond advertising. Many creative agencies say they want to play in culture, 72andSunny actually does.”

Wesley stated, “Hayley, Madi and Wassim all embody the 72andSunny values. Their collective energy, optimism and passion for ideas is infectious. I can’t wait to see what we do together with the rest of the talented 72 crew and our growing list of client partners.”

Moreover, the agency has recently won the creative mandate for discount store Big W. With this, the agency will develop Big W’s ongoing brand and creative strategy as well as developing integrated retail and brand campaigns that extend through earned, social media and the brand experience.

Speaking on the agency mandate, Vanessa Rowed, marketing director at Big W, said, “72andSunny’s belief in optimism and their strong customer insights coupled with innovative creative thinking across paid, owned and earned channels made them the perfect partner for our business.”

Meanwhile, Wesley also added, “We are so proud and delighted to be working with another iconic Australian brand, alongside existing partners like the AFL, Google and realestate.com.au, and with the ambitious and like-minded individuals on the Big W team. Creativity doesn’t start on set. It’s fostered in relationships, shared values, and an almost obsessive desire to understand the audience. We can’t wait to get started and to unlock the potential of the Big W brand.”

Australia – Greater Bank is partnering with independent creative agency It’s Friday to create a new brand platform and vison for the brand. It’s Friday was appointed as the lead creative agency after a competitive pitch.

Kate Messenger, head of brand and marketing at NGM Group, said, “We have big plans for our Greater Bank brand, and we’re excited to tell a strong new story with It’s Friday.”

She added, “Greater Bank isn’t just another bank; they’re a challenger brand with heart and an ambition to make an impact to Australian lives. We’re excited to be partnering with Kate, Garry and the awesome Greater Bank marketing team, and we’re eager to get stuck in to help them realise this ambition around customer engagement and growth.”

Meanwhile, Pete Bosilkovski, CEO at It’s Friday, commented, “It’s not every day you get the opportunity to partner with a brand that truly cares about its communities and gives back in a meaningful way. We can’t wait to build a brand platform that will tell Greater Bank’s story like never before.”

Australia – VaynerMedia Australia has appointed industry heavyweight Denny Handlin as its new executive creative director, reinforcing the agency’s mission to lead the charge in integrated social-first marketing as it continues its rapid expansion across Australia and the region. 

With a career spanning Clemenger Group, Meta, and TikTok, Denny has led multiple campaigns, built high-performing creative teams, and developed consumer-first strategies that drive real business impact. 

Most recently, as head of global business marketing at TikTok ANZ, he helped shape the platform’s creative direction and spearheaded groundbreaking brand collaborations.

Speaking on his appointment, Denny said, “I couldn’t be more excited for this new chapter at VaynerMedia, partnering with world-class clients to put social at the centre of everything we do. The team here is already known for its innovative, creative thinking, and I can’t wait to get started and push the boundaries of what’s possible in this space.”

He added, “I’ve called TikTok my home for nearly five years, and I’m incredibly grateful for the opportunities I’ve had there. I’ve worked with an immensely talented team and am proud of what we’ve built together. I truly wish them all the best.”

In his new role, Denny will report to Karen Coleman, country manager for Australia, and Woei Hern Chan, VaynerMedia’s head of creative for the Asia Pacific region.

“Denny brings the best of both worlds — a rare blend of big-agency creative expertise and deep platform experience. We’re in our next phase of growth, evolving beyond just great creative and media to a truly integrated, social-first approach that drives business results. Denny is not only an exceptional creative leader but also a builder of high-performance teams and culture — exactly what we need to shape what’s next,” Karen said.

Singapore – McCann Singapore is excited to announce expansion of its creative team in response to several recent business wins and portfolio growth. The bolstering of the creative department includes the hiring of five talented creatives, each bringing unique skills and experiences to enrich the team’s offerings.

The new hires include Martin Coppola as creative director, Wynn Gray as art director, Seth Low as junior art director, Luna Teo as copywriter, and Jodi Ong as junior copywriter.

A multi award-winning creative originally from Uruguay, Martin joins McCann after an illustrious career at global agencies such as VML, Ogilvy, and Mullen Lowe, and most recently, the LEGO Group in Denmark. Martin’s visionary leadership will be focused on the agency’s regional DHL and Ferrero accounts. 

Meanwhile, Wynn is a multifaceted art director and tattoo artist with a passion for transforming concepts into impactful visuals. With experience working on high-profile brands such as SK-II, The Faceshop, Samsung, and Fairprice, Wynn will be working on Singapore Government business, Ferrero and DHL.

Though McCann is Seth’s first full-time position, he has already made his mark in the creative landscape through internships at Dentsu and Publicis. His early accolades, including recognition in the AKQA Future Lions and the Crowbar Awards while still in school, reflect his potential and creativity. Seth was the creative behind the agency’s recent festive campaigns – “Yapping Paper” for SOSD and “Phone Shui”. 

On the other hand, Luna joins McCann from Goodstuph, where she created compelling copy for clients such as MCCY and UOB. Having previously collaborated with agencies like Havas and Ogilvy, Luna brings a wealth of experience in crafting social-led campaigns and will be working under the agency’s McCann Content Studio offering. 

Lastly, Jodi began her career at Goodstuph, gaining valuable exposure to both art and copy. Her talent was recognised when she won the One Club 2023 All-Star Competition. She will be working with the McCann Content Studios team across both Singapore Government and MNC clients. 

These new hires join Dan Parmenter, who joined the agency back in October as a creative director leading the McCann Content Studio offering, as well as the agency’s ECD, Alfred Wee. 

Additionally, given the importance of Singapore to the region, Valerie Madon, chief creative officer at McCann Worldgroup Asia Pacific now adds the title of chief creative officer at McCann Worldgroup Singapore to her remit.  

Speaking about the new appointees, Madon said, “We believe that these significant new hires, will not only enhance our creative offering but also position us for future growth. These colourful talents inject new energy to our team, and their diverse experiences will shape our agency’s future.”

Meanwhile, Nick Handel, President, McCann Worldgroup Southeast Asia commented: “This year marks the 50th anniversary of McCann in Singapore. We’re investing in this strategic growth to enhance our ability to deliver innovative solutions and exceptional service to our clients, allowing us to further strengthen our position in the industry.”

London, United Kingdom – Creative innovation agency R/GA has announced its return to independence as a privately-owned company after 23 years as part of IPG, following a new partnership between R/GA’s global management and private equity firm Truelink Capital. 

R/GA’s Global CEO Robin Forbes and Chair & Global Chief Creative Officer Tiffany Rolfe are two of the global leaders, together with others, who are investing in the company as part of the deal. R/GA’s next chapter will be fueled out of the gate by a $50m Innovation Fund, enabling the company to invest in new skillsets and talent, and acquire new capabilities, emerging tools and platforms. 

Additionally, R/GA has established a Strategic Advisory Council of senior marketing and technology executives to support emerging AI client transformation opportunities across multiple sectors. 

As an independent company, R/GA is activating an AI-enabled model to better serve clients, unburdened by the restrictions and overheads of traditional corporate structures. New remuneration models based on outcomes, agile new team structures, and scaling up its flexible talent model ‘R/GA Associates’, are among the initial changes being implemented. 

Robin Forbes, global CEO at R/GA, said, “Today is a landmark moment for R/GA, as we enter an exciting new chapter as a private company supported by our new partners at Truelink Capital. This announcement also signals a stark contrast to a wider trend towards consolidation in the agency business.”

He added, “Most agencies will struggle to make the pivot in this new age, especially at a time when they’re operating within complex agency structures, saddled with legacy business models. There’s never been a better time and there is no better company than R/GA to implement a new model for this new environment.”

Meanwhile, Tiffany Rolfe, chair and global chief creative officer at R/GA, commented, “At R/GA change is a feature, not a bug, and we believe in the power of brands to transform – which is what we do for clients, and now we’re doing it for ourselves. The dominant industry narrative around AI has focused largely on efficiency gains in the traditional marketing approach, which is only part of the equation.”

She added, “We are leaning into the creative potential to help brands differentiate themselves and exceed rising customer expectations through new kinds of intelligent experiences that haven’t been possible before. To us, it’s an opportunity to accelerate our world-class creative work through technology and design.”

In said partnership, Truelink has earmarked a minimum of $50m to R/GA’s Innovation Fund to enable the company to further build generative technology capabilities that will unlock new growth opportunities for brands. R/GA also plans to leverage this Fund to invest in new kinds of skillsets, talent, product development and future acquisitions. R/GA’s newly established Strategic Advisory Council brings together a select group of high-profile experienced external perspectives across specific sectors to help support transformation opportunities with the greatest returns for clients. 

Luke Myers, co-founder and managing partner at Truelink Capital, said, “We see the growth of AI enabled experiences playing an increasingly important role in unlocking value in marketing services. R/GA is both designed and perfectly positioned to help seize that new opportunity for clients. Which is why we’re so excited to back R/GA’s global leadership team through our strategic investment.”

Houlihan Lokey, Inc. and Morgan Stanley & Co. LLC acted as financial advisors while Willkie Farr & Gallagher LLP provided legal representation to IPG and R/GA.

Singapore – BBDO is entering a new era—one fueled by ambition, creativity, and an unshakable belief that big is not about size, but about mindset. It’s about solving big problems, delivering big results, and partnering with brands that have the boldest ambitions. 

For decades, BBDO has been defined by its methodology ‘The Work, The Work, The Work.’ While that foundation remains, this evolution signals a deeper cultural shift. Do Big Things represents a renewed focus on creativity that challenges expectations, sets new industry standards, and reaffirms the core purpose of advertising: to drive meaningful and big impact.  

Nancy Reyes, CEO at BBDO Worldwide, stated that while people often say advertising is dead, and that being big is bad–big is old, and they believe that it’s small minded to think big is bad.

“At BBDO, we don’t just embrace big—we own it. The world’s biggest problems need bold ideas, fearless storytelling, and brands ready to make an impact. The brands that shape the future don’t think small. They take risks, make noise, and demand creativity that doesn’t just work—but wins. That’s why we’re here. That’s why we Do Big Things,” Reyes stated.

She added, “Big problems demand big strategy and creativity that drive real impact. Big talent thrives in an environment where they are empowered to become their biggest selves. Big brands don’t settle for mediocrity—they challenge and innovate.”

The agency also puts on the spotlight on Asia, stating that Asia is one of the most diverse and fast-evolving markets in the world. As brands scale at an unprecedented pace, they demand creative solutions that are both ambitious and culturally relevant. 

Tze Kiat Tan, CEO at BBDO Asia, said, “Asia isn’t just growing—it’s transforming at a speed unmatched by the rest of the world. Here, creativity must move faster, smarter, and bolder—where ideas don’t just resonate, they redefine industries. ‘Do Big Things’ isn’t just about scale; it’s about fearless innovation, adaptability, and shaping the future of creativity in ways that are both deeply local and powerfully global.”

Meanwhile, Reyes further commented, “This isn’t just a new direction—it’s a movement. A shift in how brands think, create, and connect. At BBDO, ‘Do Big Things’ is more than just a philosophy—it’s our promise. To push harder, think bigger, and transform brands into icons.”

India – Mumbai-based brand and communications consultancy Tilt Brand Solutions has named former Leo Burnett executive creative director Kushager Tuli as its new president – creative.

In his new role, Tuli brings a distinctive mix of creativity, strategic insight, and leadership. An engineering graduate, he has 18 years of advertising experience with agencies including Ogilvy, McCann, and JWT.

Before joining Tilt Brand Solutions, Tuli worked with integrated teams on brands such as Coca-Cola, Nescafe, The Times of India, BMW, Mastercard, Star Sports, Tata Motors, Perfetti, HUL, Pepsi, and Visa. His work has received recognition at both national and international levels.

Speaking on his appointment, Tuli said, “Tilt is already doing some industry benchmark-worthy work, and I hope to add even more depth and value to our clients and our creative showcase. In an ever-changing comms landscape, being able to craft brave, engaging and compelling stories across formats and platforms is something that I’m excitedly looking forward to doing with the rest of the fabulous folks here at Tilt.”

Tuli will report to Adarsh Atal, group chief creative officer at Tilt Brand Solutions.

Adal shared, “Kushager joins us to not just bolster our creative team but also to add to our carefully crafted culture. His proven record as a leader is exactly what we need, given the myriad and strong creative talent we have and nurture at Tilt. With his diversity of experience and expertise across agencies and brands, I’m certain that Kushager will help us take our creative product to newer heights.”

Indonesia – Cheil Indonesia has announced the appointment of Fajar NF as its new executive creative director, marking a significant move as the agency continues to enhance its creative leadership. 

As the newly appointed ECD, Fajar will spearhead Cheil Indonesia’s creative direction, overseeing the agency’s diverse portfolio while driving its mission to deliver innovative and impactful campaigns. His ability to blend creativity with data-driven insights will play a crucial role in enhancing the agency’s regional standing and ensuring its continued success in the competitive market.

With over 21 years of creative leadership at top-tier agencies across Indonesia, Fajar has crafted award-winning, culturally resonant campaigns for leading global brands. His impressive portfolio boasts prestigious accolades, including a Grand Prix at Citra Pariwara, multiple AdFest awards, and a Yellow Pencil at D&AD.

Before joining Cheil, Fajar served as senior creative director at Innocean Indonesia, where he worked with a diverse range of brands across sectors like technology, smartphones, automotive, banking, and FMCG, delivering campaigns recognised both locally and internationally. He also spent 14 years at Hakuhodo Indonesia, further honing his creative expertise.

Commenting on his appointment, Fajar said, “I am thrilled to join Cheil Indonesia at such an exciting time. This is an incredible opportunity to contribute to the agency’s legacy of creative excellence and develop campaigns that connect brands with audiences in meaningful ways.”

Joo Hwan Kim, president director at Cheil Indonesia, also shared, “Fajar’s appointment comes at a pivotal moment for the agency as we continue to expand and enhance our creative output. His expertise in crafting culturally impactful campaigns and his passion for innovation will be integral to our success as we look to elevate our creative offering and strengthen our position in the market.”

Kuala Lumpur, Malaysia – With the launch of the Astro Originals series ‘Project; Exit’, Talon Creative has collaborated with Astro to create an AI-powered initiative that aims to empower and provide support for those in need via positive social media engagement. 

Bringing together the power of generative AI, the stars of ‘Project; Exit’ and Astro’s social media presence, Talon created a way for Mierul Aiman and Shasha Abedul to give moral support to those in need directly on social media.

To achieve this, a social listening system identified posts expressing sadness, frustration, and anxiety. By leveraging proprietary AI technology trained on the cast members’ voice recordings and footage, we are able to generate custom responses that mimic their style and tone. These personalised messages aimed to provide support and encouragement to those in need. 

With up to 50 responses a day, the initiative created a meaningful impact, allowing social media users to see that they were not alone. This resulted in #ProjectExit 2-episode drop accumulating a total of 3.2k mentions, contributed by 1.2k authors, to date. 

The AI initiative attracted praises from netizens as Hadi and Jannah comforted those in need with personalised words of encouragement. Influencers were also seen interacting with the AI, reacting in surprise that AI could be leveraged for the good of mental health awareness. Moreover, all of this resulted in an outpouring of netizens speaking about their battles and the battles of those close to them. 

Tai Kam Leong, chief sales and marketing officer at Astro, said, “We’re excited to introduce this new initiative to support Project; Exit which uses A.I. in a relevant way to foster positive social interactions. We believe that content can go beyond the screen and it can have an uplifting effect on people’s lives. By leveraging the crossroads of content, celebrity and technology, we hope to inspire young audiences and support the community at large.”

Meanwhile, Gavin Teoh, managing director at Talon Creative, commented, “Project; Exit addresses some tough issues that many Malaysians are facing and we saw an opportunity to go beyond just telling stories and actually reach out to the audience to show that they were not alone.”