Fabulate hires former McCann APAC CCO Valerie Madon for regional creative role

Fabulate has appointed former McCann Worldgroup APAC chief creative officer Valerie Madon to lead creative strategy across Southeast Asia, Japan and South Korea as the creator marketing business continues to build out its regional leadership team.

Based in Singapore, Madon takes on the newly created role of director of creative strategy for the region, working with brands, agencies and platform partners on creator-led marketing strategy.

It is a significant hire for Fabulate, bringing one of APAC’s best-known creative leaders into the business as it expands its footprint across the region and pushes creator marketing further into brands’ broader strategic and creative planning.

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Madon most recently served as chief creative officer, APAC at McCann Worldgroup, where she worked across major accounts including Mastercard and Ferrero and helped launch McCann Content Studios in Singapore and Thailand.

Before McCann, she held senior regional roles at Meta, Facebook and VMLY&R. At Meta, Madon worked with brands and agencies through its Creative Shop across Southeast Asia and emerging markets, while her time as chief creative officer Asia at VMLY&R included work recognised with a Cannes Grand Prix, Innovation Lion, Glass Lion and multiple Gold Lions.

Her client experience includes Mastercard, L'Oréal, Ferrero, HSBC, Zespri, Caltex and GSK.

Fabulate chief product and strategy officer Nathan Powell said Madon’s career reflected the direction creator marketing was taking as brands increasingly looked beyond one-off influencer executions.

“Creator marketing is moving beyond being viewed as a standalone channel or executional tactic. Brands increasingly need senior strategic thinking around how creators, data, technology and creativity work together across the marketing funnel,” said Powell.

“Valerie brings a depth of experience that will help our clients navigate that shift while continuing to raise the bar for what creator marketing can become.”

Madon said the opportunity was to help brands build creator marketing into a more enduring part of their marketing mix.

“Collaborating with creators gives brands access to a collective team of thousands of brilliant creative minds. What excites me about Fabulate is the chance to turn those endless possibilities into lasting impact, helping brands build long-term value through authentic connections and original ideas that continue to entertain audiences worldwide,” said Madon.

“I’m looking forward to working with brands, agencies, platforms and the Fabulate team to help shape what the next generation of creator-led advertising looks like across the region.”

The appointment comes amid a broader expansion push by Fabulate across APAC. The company now has operations across Australia, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Indonesia, South Korea, Japan and New Zealand.

Madon’s arrival follows the recent appointment of former Meta, Disney and Yahoo executive Jon Kee as commercial director for Southeast Asia, Japan and South Korea.

Fabulate also recently secured a $4.5 million investment to fund further regional expansion and investment in its technology and AI capabilities

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