VMLY&R Singapore has appointed Guy Futcher to the role of ECD, and he will be responsible for bringing to life the agency's mission to create connected brands for the agency’s client partners in Singapore. Futcher will also work closely with leaders across the agency's key pillars and focusing on commerce, data and insights, to build creative solutions that will impact the company’s bottom line and business growth. He will work closely with VMLY&R Asia's CCO Valerie Madon, to develop a culture of effective creativity within the teams in Singapore.
Prior to his new role, he was creative director at M&C Saatchi Sydney. He also served as creative director at Leo Burnett Sydney, and head of copy at DDB Sydney. Futcher has more than 15 years of experience in the industry and was involved in campaigns including Tourism Australia's "There's nothing like Australia" and TAB's "Long may we play". He has also done campaigns for brands including McDonald's, Samsung, Netflix, Unilever, Volkswagen, Optus, eBay, Kellogg's and WWF. For Netflix in particular, Futcher did Netflix Originals' TVCs that launched the platform in Singapore the Philippines and Thailand.
Futcher said this is a "dream role" for him. "It comes with a team of super-smart, fun and future-focussed thinkers, brave clients and a simple but potent purpose - to create connected brands and platforms through creativity. To top it all off I’ve got Madon and MD of VMLY&R Singapore Preethi Sanjeevi in my corner. It truly is an exciting time to be joining the team," he added.
Madon said the team should never stop having fun and guts to push the boundaries. According to her, the addition of Futcher to its creative arsenal "is exactly the dose of lateral inspiration [it needs] to marry [its] strength in tech and innovation".
Meanwhile, Sanjeevi, added that she is thrilled to have an accomplished creative leader such as Futcher join the the Singapore team. "I am looking forward to taking our creative product to the next level of awesome with him."
The appointment comes after VMLY&R Singapore's head of creative, Joaquim Laurel, left last December for an ECD role at Digitas Asia Pacific. Meanwhile, the agency brought on board Madon last October to drive its creative vision in Asia. She is responsible for supporting the agency's go-to-market strategy to provide its clients with the most relevant and contemporary agency offering in the market today.
The offering is focused on six key pillars - commerce, advisory, experience and technology, data and insights as well as brand stewardship, content & media innovation. More recently, VMLY&R also bagged global creative duties for Intel and denim brand Lee.