JWT’s Valerie Cheng takes on global duties

JWT Singapore chief creative officer Valerie Cheng has been named global executive creative director for Shell Lubricants, which encompasses Shell Helix, Shell Rimula, Shell Advance and others.

As part of her new, additional role, Cheng will provide creative leadership and direction on the brand across all markets. She will continue being based in Singapore and will work closely with JWT creative talent on the account across the network, worldwide.

“Shell is very excited to have a new creative director on board the lubricants business,” Caroline Missen, GM marketing transport & industry brands, Shell said.

The appointment builds on the momentum the agency  has seen recently. The agency was appointed as AOR for Changi Airport and the Singapore Tourism Board, and took on the regional business for Kellogg’s, in 2013.

Cheng started her career specialising in digital, but her strength and experience has since evolved to leading brand building, integrated communications. She joined JWT Singapore as executive creative director in December 2010 and was most recently promoted to chief creative officer.

“A brand as future-forward as Shell requires the same innovative spirit in its communication and brand engagement. I am truly excited and grateful for this opportunity to make an impact on such a global brand,” Cheng said.

“It’s great pleasure and honour to work for a world class brand like Shell, which not only ranked in the top 50 in Millward Brown’s BrandZ report this year, but is Number One on Fortune’s Global 500 list. This is a tier one brand that expects the best from its agency, and we aim to deliver that,” Frank Bauer, JWT Singapore CEO added.

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