VMLY&R names new chief creative officer for Asia

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Global brand and customer experience agency VMLY&R has appointed Raymond Chin as chief creative officer, Asia. He will be based in Singapore, and report to VMLY&R Asia's CEO, Yi-Chung Tay.

In his new role, Chin will be responsible for enhancing and developing VMLY&R’s creative capabilities and service offerings across Asia and leading its teams in delivering world-class solutions for clients, according to the agency in a statement. In his new role, Chin will work closely with Paul Nagy who was recently promoted to the role of chief creative officer APAC.

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Chin brings with him over 20 years of experience in both agencies and tech consultancies delivering high impact creative, digital innovation and experience solutions for brands such as Ikea, Unilever, Nike, LVMH, Shiseido, Starbucks, Huawei, VW, Ferrari, and more.

He is well-known for the work he did to re-envision Ikea’s experiences across all touchpoints, including the brand’s ‘Home Universe for One’ campaign, which involved transforming its ecommerce transactions into an inspiring customer experience. He was also responsible for Unilever Food Solutions’ ‘We’re for Chefs’ platform, which aggregates data from dining apps to inform chefs of new dining trends and opportunities to upgrade their skills with new recipes and sauces.

Prior to joining VMLY&R, Chin was chief creative officer at Wunderman Thompson and was based in Shanghai, China for two years in the role.

He was also chief experience officer for Accenture Interactive, leading Droga5 in creating meaningful and targeted customer experiences.

Chin's appointment further strengthens VML&YR’s regional operations as part of its ongoing strategy to attract the best industry talent, and its mission of building connected brands through an unrivalled commerce, experience, technology and creative offering.

"Creativity should not start and end with communications. It’s something that should naturally flow across everything we do – helping us to create real impact for our clients’ and their consumers," said Chin.

“This idea is ingrained in VMLY&R’s culture of connected brands, which sees them continuing to push the envelope when it comes to creativity, innovation and technology - and the way the agency works with client partners to find ‘out-of-the-box’ solutions to real client problems. The freedom to think bigger than many agencies are able, excites me greatly, and I look forward to adding my own blend of magic into the mix,” he continued.

"[Chin] is one of the rare creative leaders who truly understands how creativity needs to touch all dimensions of the brand experience. From communications to the way that we innovate products, services, commerce and customer experience, we believe creativity needs to be embedded in every touch point in the customer journey," said Yi-Chung Tay, VMLY&R's CEO, Asia. "[Chin] brings with him a deep understanding of that customer experience and a reputation as a natural leader, who can inspire the people around him to keep striving. I can think of no one better to take the creative helm for the region.”

Chin's appointment comes days after the agency announced that it would be promoting Paul Nagy as its chief creative officer of Australia and New Zealand (AUNZ) to chief creative officer APAC. In his new role, Nagy will oversee 21 offices across ten countries throughout Asia and AUNZ. He will help strengthen client partnerships and create deeper connections between brands and their audiences through storytelling and creative innovation, said VMLY&R.

Nagy brings to the role over two decades of experience. He first joined the agency as chief creative officer of legacy brand Y&R, before being elevated to chief creative officer of Australia and New Zealand at VMLY&R in 2018.

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