Shell Lubricants moves global creative direction to JWT Singapore: Valerie Cheng named Global Executive Creative Director on the business

Valerie Cheng, JWT Singapore’s Chief Creative Officer, has been named Global Executive Creative Director for Shell Lubricants, which encompasses Shell Helix, Shell Rimula, Shell Advance and many other specialist lubricant brands.

As part of her new, additional role, Cheng (pictured left) will provide creative leadership and direction on the brand across all markets, working closely with JWT creative talent on the account across the network, worldwide.

The appointment builds on the momentum of JWT Singapore, which is in growth mode. The agency was appointed agency of record for Changi Airport and the Singapore Tourism Board, and took on the regional business for Kellogg’s, in 2013.

“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,” said Cheng.

“Shell is very excited to have a new creative director on board the lubricants business. We look forward to working with Valerie and her team,” said Caroline Missen (pictured right), GM Marketing Transport & Industry Brands, Shell.

“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,” said Frank Bauer, JWT Singapore CEO.