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DigitasLBi hires Corey Cruz from BBDO Guerrero as regional creative director

Corey CruzPublicis Groupe digital agency DigitasLBi has hired Corey Cruz from Philippine agency BBDO Guerrero as regional creative director.

The Filipina, who started out as a molecular biologist before going into advertising in 2006, joins a creative team led by Mike Sutcliffe, DigitasLBi’s regional ECD.

While at BBDO Guerrero, Cruz worked on campaigns including the award-winning It’s more fun in the Philippines campaign for the Department of Tourism.

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?’”

Sutcliffe added: “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. She has a dynamic, energetic approach to design and digital storytelling that we can’t wait to unleash on the region as a whole.”

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