DigitasLBi adds creative depth with Corey Cruz joining team as Regional Creative Director

DigitasLBi has appointed Corey Cruz as Regional Creative Director to help drive the agency’s creative offering in Hong Kong and Singapore.

Based in Singapore and reporting to Mike Sutcliffe, Regional Executive Creative Director, Asia-Pacific, Cruz’s role will be to oversee the creative direction of some of the agency’s regional and global clients, including Clarins, AIA, Pernod Ricard and Cathay Pacific.

“I’ve long been an admirer of what David Guerrero and his team in Manila have achieved, so the chance to work with Corey was too good to pass up,” said Sutcliffe. “She has a dynamic, energetic approach to design and digital storytelling that we can’t wait to unleash on the region as a whole.”

Despite beginning her career as a molecular biologist, Cruz’s love of the arts pushed her to teach herself how to code so she could work as a web developer. From there Cruz worked her way up as an Art Director at TBWA\SMP quickly adding to her awards haul before joining Proximity Philippines for the majority of her career. In 2013, she was promoted to Creative Director and Head of Digital Creatives.

Cruz said: “I really like the vision of DigitasLBi and how the agency functions as a network, pulling in resources from all over the world. Digital is growing so fast in Asia-Pacific that it can be tempting to use whatever new technology is out there, despite it having no relevance to the consumer. What I strive for is a blended, personalised experience that takes into account current customer behaviour and directs them to something new and useful. We want them to exclaim, ‘Where has this been all my life?'”

Cruz has worked on a range of leading brands over the past eight years, including Johnson’s Baby, Absolut Vodka, Fonterra and Nestlé, PepsiCo, as well as Pizza Hut, KFC, Mars and Wrigley. She has also been awarded consistently at Cannes Lions, One Show, Adfest, Spikes Asia, Adstars Asia, AWARD, Boomerang, Asian Marketing Effectiveness, Boomerang, Kidlat, Adobo Design Awards and Creative Guild Awards.