TBWA\SIngapore’s Creative Director Mel Du Toit to spearhead VISA’s regional creative direction
TBWA\Singapore’s creative director, Mel Du Toit (pictured), has extended his portfolio to take on VISA’s regional creative initiatives.
Du Toit joined TBWA\Singapore as Creative Director in July 2011, responsible for the global creative development of all SIA communications in 36 countries.
In his new, expanded role he will work with TBWA’s international offices across the Asia Pacific, Middle East, Central Europe and African (APMCA) regions to lead the creative output for VISA’s major regional and global campaigns. He has also been tasked with mentoring the current creative team in the APMCA region.
“Mel’s talent and experience will be an invaluable resource across our fastest growing region, for both VISA and for the development of our young creatives,” said Philip Brett, President of TBWA\Asia Pacific (South and Southeast Asia).
6 Comments
Thought that BBDO SG handled the Visa business?
Like a TOIGER!
Is the tide finally turning in Singapore? I see fewer and fewer scammers getting the CD jobs and running agencies into the ground with their narrow skill set.
This guy is a serious talent with loads of great work on real briefs.
Hope we see more agencies modify their hiring parameters for the top jobs. Winning awards must not come at the expense of losing business and important pitches.
The time to fuck around is over.
I hope you’re right, but I am not quite as optimistic. If agencies like TBWA start kicking the old-school scammers’ butts in winning business, things may change, but at the moment business success and creative success (measured entirely in awards) are on different planets in Singapore – even within the same agency.
Re the last comment by @Albert Scamus: TBWA just won 3 Effies and two silvers at the Marketing Awards. A young team also won Young Lion. So much for business success and creative success being on different planets. The creative leadership at the agency has never been stronger.
They’ve allowed themselves to succeed by taking a different hiring approach to other multinationals in Singapore. They simply do not idolize and chase the so called top level local ECDs most of whom talk a lot of shit, are useless on real work and do nothing but propogate scam because the regional ecd is shitting on them and the global ecd is shitting on the regional ecd. Where are my awards…get them now any how you can!!
They leave that ridiculous game to the likes of, well you know who. And when these dumb agencies take their eyes off the real prize, which is winning and retaining business, they lose big time.
Im impressed by how TBWA has run their operations for quite a while without any ECD and didnt even make a press release when this du toit guy came on board. He may not create any award winning work on SIA and Visa just yet, but he sure as hell won’t screw these accounts up by talking nonsense like most scam raised ECDs in this town do.