Freeman Singapore hires former ECD of Leo Burnett Shanghai

Brand experience company Freeman Singapore has appointed Sunny Lai as the new executive creative director, in line with the company’s Asia Pacific growth strategy. Lai will be based in Singapore and report to Ian Terry, managing director, Freeman Singapore.

In his new role, he will oversee and spearhead the agency’s strategy and creative teams in Singapore, while aiding the team with his experience in advertising to drive innovation in client’s brand experience campaigns. Lai previously served as executive creative director at Leo Burnett Shanghai. Partnering with Rocky Hao, the other ECD of the office, he was tasked with driving the creative excellence and boosting the digital creative power for the agency.

He began his career as an interactive art director in 2000 for design agency Pentacle. Lai then relocated to China in 2005 and joined JWT Shanghai. Since then, he has had stints at prominent ad agencies such as Lowe, Publicis133, Razorfish and Reload. He has worked with several multinational brands throughout his career such as Audi, McDonald’s, Nike, The North Face, Rolls-Royce Motor Cars, Volvo, and many more.

According to Lai, he enjoys transforming the unglamorous into something “sexy”, while making the “unfathomable easily understood”, and creating more outstanding creative work that delivers business results for clients.

“The continued economic development presents multiple opportunities across the region, and I’m extremely excited by Freeman’s proposition. I look forward to working closely with the highly capable team here at Freeman to elevate brand interaction and engagement, and create meaningful relationships for customers,” he added.

Freeman’s Terry said as the industry evolves, brands are increasingly looking for agencies who can consult as well as deliver on brand experience strategies.

“With Singapore as our regional hub, we are committed to expanding our offerings in Asia Pacific. Lai will play an integral role in leading the team, his experience will be valuable in helping us to provide added value to our existing clientele, as well as growing our business within the region,” he added.