Edelman SG nabs creative agency talent for ECD role to scale up creative offering

Edelman Singapore has appointed Omar Sotomayor as executive creative director. Sotomayor (pictured) brings over 17 years of experience to this role, having worked at Leo Burnett in Chicago and BBH in Singapore. In his stint with these ad agencies, Sotomayor has worked with brands such as McDonald’s, Kellogg’s, P&G, Nike, IKEA, Singtel and Sentosa. In his new role, Sotomayor reports to APAC chief creative officer, Tim Green.

Sotomayor’s arrival builds on Edelman Singapore’s rising creative credentials, having won numerous accolades in 2020 and 2021 for its work on Causes for Animals Singapore and Singapore Prison Services. The firm has also produced global creative work for MediaTek, while managing the creative briefs for clients such as Ministry of Defence.

Green, Edelman’s chief creative officer for APAC, said: “Sotomayor is a renowned creative across the region and globe, celebrated for his creative talent, innovative ideas and passion for producing work that resonates with local culture. We are thrilled to have someone of his calibre partnering with us, as we continue to craft integrated communications solutions that earn audiences’ attention and make our clients stand out. Sotomayor has the perfect skillset to deliver on our value proposition and I have no doubt that our Singapore team will continue to scale new heights with him onboard."

 “Edelman has been making significant waves in the industry with its recent creative work. It was impossible not to notice its momentum or have curiosity about the direction the firm is heading in. I am excited to be joining such a talented team of storytellers and working with them on creating work that genuinely earns attention for brands and organisations," Sotomayor said.

Adrian Warr, CEO of Edelman Southeast Asia, added: “Our Singapore business has become a creative powerhouse, recognised as one of the ‘hottest creative agencies’ in the industry. We are thrilled to have Sotomayor onboard to further raise the game for our clients, ensuring we unlock the full power of creativity in delivering impactful, standout campaigns.”

Most recently, Edelman announced its plans to “part ways” with clients that do not align with its climate operating principles, following a review of more than 330 clients and a deep dive on 20 emissions-intensive clients. According to CEO Richard Edelman in a blog post on 7 January, the review was led by the agency’s global climate chair, Robert Casamento, and analysed Carbon Disclosure Project reporting and scores, the latest IPCC reports, and industry emissions pathway analysis.

During the review, Edelman found instances where clients have no public position on the Paris Agreement; clients with no emissions data readily available; as well as a few clients that do not have net-zero ambitions or goals. The agency also found a few examples of communications that were susceptible to challenge and criticism by others, as well as gaps in staff understanding of climate issues. The agency is currently initiating discussions with clients and account teams to confirm its findings and engage on pathways forward.

“We want to have a seat at the table with companies seeking change and to help them solve problems more powerfully through trusted communications. This includes rescoping our work to enable us to be in-line with our principles and collaborating to make changes,” Edelman said.

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