Michael Fillon appointed as Geometry Malaysia’s new ECD
Geometry Malaysia has announced that they have appointed Michael Fillon as its new Executive Creative Director with effect from 20 March 2018.
Michael joins Geometry Malaysia with the objective of fulfilling Geometry’s goal of “turning brand equity into action” while aiming to introduce game-changing ideas that would help steer the agency into a direction best poised to tackle today’s challenges in experiential commerce and shopper technology.
“I’m looking forward to helping Geometry stretch the imagination for what’s possible in experiential commerce. A feat we aim to achieve by understanding retail and communications tech, by digging up genuine insights from the culture, and by developing work that is unmistakably made by and made for this unique country,” said Michael.
Michael, a Filipino creative raised in the cosmopolitan city of Dubai started out as a copywriter for Leo Burnett Dubai and later on became the agency’s most senior writer. His first TV commercial titled “Bridge” (written for GMC Yukon) was voted as one of the 5 most memorable TV spots by Saudi Arabian viewers, according to a ‘Rituals and Trend-spotting’ Research conducted by rival agency Impact BBDO.
At 26, he joined Impact BBDO as the Creative Group Head where he spent 4 years leading the Dubai office’s regional and global work for the Pepsi beverages portfolio.
His work as the Creative Director at JWT Dubai earned the agency’s first Cannes Lion in over four years (the same work, “Bookends” for Kinokuniya, also won the Dubai office’s first and only entry into the WPP Cream Selection – WPP’s selection of the best global work from within and outside the world of brand communication).
In 2015, he joined ARC as its Creative Director where he brought to life what would become the most successful in-store campaign for P&G in the region titled “Great Moments Together”, as well as won the agency its two biggest accounts to date – Ferrero and VISA.
“Last year we have built a solid lineup of group heads and senior creatives from very different backgrounds who have been waiting for an experienced and all-terrain creative leader such as Michael,” said Daniel Comar, Regional Creative Executive Director APAC.
“I am indeed excited to have Michael Fillon join the Geometry Malaysia family. His arrival couldn’t have been timelier. As an agency we are on the cusp of some amazing change and evolution from new talents to a brand-new office environment,” said Kenny Loh, Chief Executive Officer, Geometry Malaysia.
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2 DAYS LIKE AN MBA IN MARKETING!
APPIES Malaysia is an annual 2-day Marketing Congress and Awards Festival showcasing, sharing and celebrating the country’s best marketing campaigns. Shortlisted entries will be judged by 24 leaders in the marketing industry who will put the presenters’ knowledge to the test in a unique Live Presentation environment.
Date: 16 & 17 April, 2018
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