Valerie Cheng lands global creative role for Shell Lubricants

Valerie Cheng

Valerie Cheng

The ECD of ad agency JWT’s Singapore office, Valerie Cheng, has landed a global role as creative head for the lubricants division of oil giant Shell.

The popular Singaporean will retain her existing duties running the creative department of JWT Singapore, which handles local accounts such as Singapore Tourism Board and Changi Airport.

The announcement from JWT:

SINGAPORE, February 10, 2014__ JWT Singapore Chief Creative Officer Valerie Cheng has been named Global Executive Creative Director for Shell Lubricants, which encompasses Shell Helix, Shell Rimula, Shell Advance and many other specialist lubricant brands.

“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.

As part of her new, additional role, Cheng 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.

“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, GM Marketing Transport & Industry Brands, Shell.

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.

“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.


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