Merkle B2B names APAC ECD

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Merkle B2B has named Min Zie Liyu its ECD for Asia Pacific. Based in Singapore, Liyu (pictured) will oversee Merkle B2B’s creative work with key clients in the region. He has experience in crafting brand experiences that create value and driving creativity that leverages insightful data and technology to create connections between brands and consumers.

Succeeding Theophilues Tan, Liyu will report to Farrokh Madon who joined the agency earlier this year as APAC creative chief. He has over two decades of experience in advertising, communications and design in Japan and Singapore. Before Merkle B2B, Liyu was with Wunderman Thompson Singapore as creative director where he helped to relaunch the HSBC brand platform "Why Stop Here" in 2019. He also led HSBC's "Swing for the Gamechangers" campaign for the HSBC Women's World Championship.

Additionally, Liyu also worked at Bates Singapore, Bates141 Japan, OgilvyAction Tokyo, and JWT. Aside from HSBC, he also led creative strategy for Changi Airport, Audi Japan, Lazada, Unilever, Johnson & Johnson, Housing Development Board, Kellogg’s, Heineken and Nokia.

Liyu said: “I am excited to work with the talented team at Merkle B2B to help companies create well-crafted and profoundly engaging customer experiences through creativity that leverages expertise in insightful data and tech empowerment.”

Madon added that Liyu is an incredibly passionate creative talent. "His creative storytelling leveraging data and tech have won accolades and recognised worldwide. We are delighted to have him join Merkle B2B and bolster our strong creative team," he said.

Merkle B2B was first formed in September 2020 when Merkle decided to bring together five agencies to deliver B2B brand creation and activation on a global scale, making it easier for marketers to enable end-to-end business marketing solutions. At that time, the agencies which made up Merkle B2B were Merkle, Merkle | DWA, gyro, B2B International and Digital Pi.

Separately, the agency also bagged the coveted Overall Agency of the Year award at MARKETING-INTERACTIVE's Agency of the Year Singapore 2022 awards in July. The agency not only swept the floor with six gold trophies in six categories (Analytics Agency of the Year, B2B Agency of the Year, Consultant of the Year, CRM & Loyalty Marketing Agency of the Year, Programmatic Agency of the Year, Search Marketing Agency of the Year), it also won one silver trophy under MarTech Agency of the Year.