Zenyum hires Google APAC ECD Eddie Azadi to lead global creative

Smile cosmetics company Zenyum has appointed Eddie Azadi as global VP of creative to lead the company's comms, design, content and experience teams to build a consistent brand experience across all touchpoints and help build Zenyum into one of Asia's most innovative consumer brands.

He was previously Google Asia Pacific's ECD for eight years and brings experience from global brands such as P&G and Unilever. Before that, Azadi was with TBWA\ Group Singapore as creative director, McCann Erickson Malaysia as creative group head, and Ogilvy Malaysia as a writer. When asked what inspired him to leave Google after eight years, Azadi said as a creative, rarely does one get the opportunity to grow a brand and an entire category with an ambitious group of like-minded misfits. 

"The unstoppable growth at Zenyum is testament to the team’s talent and tenacity. I can’t wait to dive in and infuse a hefty dose of creativity and a healthy disregard of conventions to get more people smiling. In light of what everyone is collectively going through, we can all do with more positive and uplifting experiences. Frankly, there’s no better brand than Zenyum to achieve that in a meaningful way," he added.

Meanwhile, Bassam Abdel-Rahman, global SVP of marketing, said since day one, Zenyum has always been acutely aware that its brand is not its advertising but rather the sum of all experiences customers have with it, from the site to its app as well as customer service, clinic partners and products. "We have an incredibly talented creative and design team who always puts our customers' needs at the heart of everything we develop. Now, under Azadi’s stewardship, we have no doubt that we will grow to become one of Asia’s most loved brands," he added. MARKETING-INTERACTIVE has reached out to Zenyum for additional information.

Abdel-Rahman joined the team last year from 72andSunny Singapore where he was formerly MD. He currently leads Zenyum’s international marketing and design teams to propel the business from a start-up to a recognised consumer brand.

Since 2018, the Singaporean start-up has partnered with hundreds of dentists to offer 3D-printed invisible braces across seven markets in Asia, including Singapore, Malaysia, Indonesia, Hong Kong, Vietnam, and Taiwan. The brand was recently ranked 13 out of the top 15 start-ups in Singapore by LinkedIn. According to LinkedIn, the startups which made it to its list embraced innovation and the future of work, while identifying white spaces of opportunities. In the current state of the economy, many startups are riding the wave of digital transformation in order to seize new growth opportunities, and relooking the way they operate and diversify their business to meet changing consumer and business needs.

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