DigitasLBi appoints regional creative director

DigitasLBi has appointed Corey Cruz (pictured) as regional creative director to lead the agency’s creative offering in Hong Kong and Singapore.

Cruz will be based in the Singapore office while reporting to Mike Sutcliffe, regional executive creative director, Asia Pacific. Cruz’s role will include managing creative direction of some of the agency’s regional and global clients, such as Clarins, AIA, Pernod Ricard and Cathay Pacific.

“I’ve long been an admirer of what David Guerrero and his team in Manila have achieved, so the chance to work with Cruz was too good to pass up," Sutcliffe said.

After becoming a web developer, Cruz worked her way up as an art director at TBWA\SMP quickly before joining Proximity Philippines for the majority of her career. In 2013, Corey was promoted to creative director and head of digital creatives.

Cruz noted: “Digital is growing so fast in Asia Pacific that it can be tempting to use whatever new technology is out there, despite it having no relevance to the consumer." She instead strives for a more personalised experience guided by customer behaviour.

Cruz has worked on a range of leading brands over the past eight years, including Johnson's Baby, Absolut Vodka, Fonterra and Nestlé, PepsiCo, as well as Pizza Hut,KFC, Mars and Wrigley.