Former BBDO ECD Primus Nair heads to The Lego Agency

LEGO has appointed Primus Nair as associate creative director for The Lego Agency, Marketing understands. Nair who will lead The Lego Agency’s creative development for APAC, was ECD with BBDO Singapore before he left the agency around August this year. He had been with BBDO about seven years

Previously from McCann Erickson, Nair joined in 2011 as creative director and was promoted to ECD within three years. He was also senior copywriter at Saatchi & Saatchi. In his career, Nair has worked on projects in London, Hong Kong, New Zealand and all across Asia and has played a role in developing brands such as Toyota, Guinness, KFC, Sony, Lexus, Kraft and Nestle, Mercedes, P&G, and SingTel, to name a few.

In 2013, Nair led the work on the well-known Singtel “Hawker Heroes” campaign. His work on Diageo has also found its way into the Guinness Book of Records. Marketing has reached out to LEGO and Nair for comments.

In an earlier interview with Marketing, commenting on the industry, Nair said that today, the industry requires creatives to be much more complex creatures.

"As the agency model evolves, creatives are going to find themselves being much more involved in the entirety of the process than ever before. This means individuals who are intrinsically more strategic will go way further. The ability to look at the the challenge and think about genuine business solutions based on the things you know about the media landscape and the consumer are vital. The new creative is part planner. And this means they are no longer limited to agency roles," he added.