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Davi Sing Liu takes on a new role as Grey's Chief Creative Officer (CCO) for Procter & Gamble (P&G) Asia, Middle East & Africa (AMEA).
Based in Shanghai, Liu will be part of Grey's P&G Global Leadership Team, reporting in to Javier Campopiano (World Wide Chief Creative Officer, Grey Group) and working closely with Nirvik Singh (Global COO & President International, Grey Group) and John Patroulis (Global Creative Chairman & President, Creative Business, Grey Group).
Liu will partner with Sarah Trombetta, Chief Client Officer for WPP/Grey P&G (AMEA), to set the creative vision, direction, and ambition for P&G's portfolio of iconic brands across the region.
In his previous role as Regional CCO, Grey Greater China, Liu led the creative output for global and local clients such as Volvo, HSBC, P&G, and Hong Kong Tourism Board.
Liu is a well-established and respected creative with over 20 years of experience across multiple geographies. Before joining Grey in 2019, he helped build Enso, the Los Angeles-based agency focused on purpose-led brands and projects. Primarily centred on new economy clients such as Google, Medium, Uber, Khan Academy, and TOM, Liu also worked with founders of start-ups innovating across several categories, including health & wellness, sustainability & climate initiatives, and the food industry.
Prior to Enso, he held creative roles at MakeMake Entertainment; he was their first Creative Director for content development & marketing, at Deutsch LA their first Integrated Creative Director, at Modernista! the Creative Director on transmedia projects like Showtime's Dexter ARG, and at Wieden+Kennedy Tokyo, he worked on Nike campaigns for Japan, China, and APAC. Liu also contributed to Wieden+Kennedy TokyoLab, the multi-media music and film label.
Throughout his career, he has always aspired to make a cultural impact with his disciplines and practice of art, copy, and technology.
Besides being recognised for numerous awards at One Show, Effies, the SXSW Interactive, Communication Arts, Liu has also participated in various juries such as Cannes Lions and D&AD. He is also a member of Grey's Global Creative Board.
Nirvik Singh said: "Davi brings meaningful cultural insights to contemporary, purpose-led creative work. His appointment emphasises the importance we place on game-changing creativity to achieve growth for our clients – I look forward to seeing even more 'famously effective' work from our P&G AMEA Borderless Studio."
Javier Campopiano commented: “Our constant commitment to the creative product and famously effective work requires focusing the best talent into our biggest clients. Grey and P&G have a long history of world-class, award-winning work. Davi´s arrival is key to ensure that we keep honoring that legacy with exciting work for such a highly competitive and innovative region.”
John Patroulis noted: "We are always looking for new and better ways to bring the full power of creativity to the work that moves our client's business forward. Creating the first CCO role to focus solely on P&G AMEA is meant to do just that. And in Davi we have a passionate, deeply creative, entirely empathetic leader the role deserves, so we couldn't be more excited.”
Davi Sing Liu said: “I'm always grateful for a role that leverages creativity and innovation to serve not only clients and brands but the people they reach. It's an exceptional time in our world and industry to work on brands and their products that affect everyday lives. I hope to be useful in making an impact with our partners across the P&G work.”
