Sotomayor will be based in Singapore and will report to Christina Chong, CEO of We Are Social in Southeast Asia.
Sotomayor, who joins We Are Social from Edelman Singapore, will oversee the agency’s creative vision and strategy in the region, lead creative excellence, and manage a creative team of more than 30, in locations including Singapore and Indonesia.
Furthermore, he will collaborate with clients, including Samsung Mobile, Netflix, and Google, to deliver innovation and effective creative solutions, while spearheading creative efforts across We Are Social’s specialist offerings in the Southeast Asia region. This includes the agency’s future-tech and innovation arm, .XYZ, which is led by the team in Singapore.
He joins the agency with 18 years of experience in the advertising industry across three countries, and he has handled regional and global projects for brands such as Nike, Uber, Samsung, Ikea, Facebook, Procter & Gamble, Kellogg’s, and McDonald’s.
At Edelman Singapore, Sotomayor was executive creative director and regional community lead, where he helped lead the transformation of the creative department and integrated solutions while driving growth through new business wins.
Chong said: “I was immediately drawn to Sotomayor’s approach and dedication to his work, his way of thinking, and more generally, his passion for innovation and creativity. His exceptional knowledge and creative experience, alongside his deep understanding of the social and digital landscape, will be invaluable to our clients.
“His leadership will take our creative teams in Singapore and Indonesia to the next level, all while driving forward the creative offering for .XYZ and in new markets for We Are Social in Southeast Asia,” she added.
Sotomayor said: “I'm excited about We Are Social’s in-house capabilities, talent, and innovative spirit. They have a unique socially-led vision that combines tech and culture, opening doors to creative possibilities. I look forward to learning from the team and helping to reimagine our clients' businesses.”
Back in October, We Are Social bolstered its innovation arm, .XYZ, with a broader scope and new leadership, as part of the agency’s commitment to investing in future-focused technologies.
.XYZ, which was first launched by the agency in 2021 to explore opportunities related to Web3, is a specialist division that brings together future brand strategy with innovation.
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