C27 Welcomes Two New Creative Directors Amid Recent Growth And Expansion

Digital enablement firm, C27, has welcomed two new creative directors to the team – Michelle Francis and Shaiful Ayisy, to lead the agency’s creative direction.

Digital natives, Michelle and Ayisy have both led creative teams at several other leading agencies before joining C27. The multi-talented duo were responsible for delivering outstanding results for a multitude of clients including Netflix, Grab, Nike and Uniqlo.

“This is a huge chapter in our story,” said C27 CEO, Fazil Fuad. “Great ideas are built on discourse. It’s a first for us to have to have twin leaders at the peak of their powers leading the bread and butter of our business. We can’t be more excited for the work we are about to do.”

As creative directors, Michelle and Ayisy will be leading key accounts Lotus’s Malaysia and McDonald’s Malaysia respectively, while also providing creative governance for other projects by C27.

With over 13 years of experience in creative direction, Ayisy is currently responsible for C27’s creative output for McDonald’s Malaysia. “I’m looking forward to building the next generation of creatives, and to be more strategic with our upcoming moves,” said Ayisy, who has previously worked on developing creative campaigns for the likes of Uniqlo, Touch ‘n Go eWallet, Axiata, HSBC, Mead Johnson, Toyota and Nike.

Some of C27 and McDonald’s Malaysia’s notable social media campaigns include McDonald’s Prosperity Hunt, which called on audiences to hunt for emojis on its social media pages. This campaign saw a jump of 181% from their previous highest performing social contest.

C27 and McDonald’s Malaysia’s Let’s Play Happy Meal social campaign was also well-received online, and was one of the brand’s highest performing assets for 2022. McDonald’s iconic Happy Meals are known to bring ‘happiness in a box’, and the campaign only helped to further foster stronger brand affinity among parents, children and McDonald’s superfans.

Michelle, who had previously started off her career in C27 as a Senior Copywriter, is passionate about creating impactful campaigns that can connect with audiences on a deeper level.

“I look forward to building a strong culture of knowledge sharing with the younger generation, while staying true to our tagline of ‘Rebels with a Cause’, and continuing to push for rebellious ideas with an eye out for social impact.”

C27 recently worked on Lotus’s first ever International Women’s Day campaign, where donation bins were set up in selected stores for customers to donate sanitary napkins to young women in rural schools, shining a light on period poverty in Malaysia.

Through the addition of its two new creative directors, C27 is set to continue its growth in the digital marketing and social media space.

C27 remains committed to driving meaningful change through strategic thinking, brand engagement, and user experience design, with clients like McDonald’s Malaysia, Lotus’s Malaysia, Netflix, CIMB and more.

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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

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