Digitas bolsters creative team as Arcade founders take expanded roles and ECD appointed in HK

Two founders of creative agency Arcade have been handed expanded roles within Digitas, while the Publicis-owned agency has also named a new executive creative director for its Hong Kong operation.


Matt Cullen and Gary Tranter, who launched Arcade in 2010 before selling a minority stake to Publicis in 2014, have been appointed chief creative officers spanning both Digitas and Arcade.

Publicis took full ownership of Arcade at the end of 2017.

They will report to Digitas Asia Pacific chief executive Annette Male and global chief creative officer Ronald Ng.

Matt Cullen, left, with Gary Tranter

Meanwhile, Craig Howie will oversee the creative duties at Digitas Hong Kong and report to HK managing director David Paysant, Cullen and Tranter.

He replaces Lyndon Hale who has relocated to Australia after joining Digitas in August 2016.

Howie spent the past 18 months freelancing after almost four years at J Water Thompson, firstly as senior creative director and more latterly chief creative officer. He also had spells at BBH, Fallon and Tribal.

Craig Howie: Excited by data capabilities

Howie said in a statement: “Digitas has great reputation and some great clients. I am excited by their unique capabilities around data as it opens up the creative opportunity in ways that will allow us to develop some exciting and differentiated work.”

Cullen and Tranter said Howie’s ability to “connect the dots between data, media, tech and creativity” matched the “big ambitions” the agency has for its clients.


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