UltraSuperNew SG picks new head of creative amidst slew of hires

Creative agency UltraSuperNew Singapore has picked Elrid Carvalho as its new head of creative. Carvalho will work alongside managing director Sarah Emmanuel-Cheong in a leadership partnership to propel the creative and growth agenda of the agency, the agency said in a statement. 

Prior to joining USN, Carvalho served as the head of creative at Group East, where he played a key role in building the creative department and launching Singaporean start-up TiNDLE, across Germany and UK.

Carvalho's expansive experience spans creative agencies such as Ogilvy, TBWA and JWT in Singapore, where he worked across clients such as Mondelez, Toyota, Changi Airport Group, National Library Board, Airbnb, Singapore Tourism Board, HSBC and KitKat.

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“I see UltraSuperNew as a creative agency brimming with potential and itching to show people what it can do," said Carvalho. "Home to both an art gallery and a creative agency, UltraSuperNew is uniquely poised to think boldly and innovate the art of communications while pushing the boundaries of our creative product. I can’t wait to get stuck in, embrace that beginner's mindset, build stronger connections and drive success for our partners with the talented folks I now call colleagues and fellow mischief makers.”

In tandem,  UltraSuperNew Singapore has picked Sharmain Lim as its new senior art director Sharmain Lim. Lim comes with a slew of agency experience at companies such as Ogilvy, TBWA and most recently RAPP.

“This past year has been one of great change and big challenges for us. Now with all the pieces of the puzzle in place, we’re gearing up for a strong year ahead. Carvalho and I have this shared vision of not just building a team at USN; but cultivating a community of dreamers, and creative makers," said Emmanuel-Cheong.

"I’m confident the team we’ve curated will soon be pushing creative boundaries and bringing that sprinkle of USN crazy to Singapore’s advertising landscape – helping our brand partners connect with their audience in authentic and surprising new ways. I couldn’t be more excited for this next chapter at USN,” she added. 

The news comes shortly after UltraSuperNew appointed Linus Chens its new creative partner for its Singapore office. He works alongside Emmanuel-Cheong who was, at the time, elevated to the role of managing director from general manager, in continuation of her focus in bolstering the agency's profit and loss and growth. 

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