VMLY&R has appointed Valerie Madon as Chief Creative Office, Asia. Based in Singapore, Madon will be a part of VMLY&R’s Global Creative Council, led by Global Chief Creative Officer Debbi Vandeven, helping to drive agency’s creative vision in Asia.
Globally, the agency has seen huge creative success with innovative campaigns such as Wendy’s Keeping Fortnite Fresh, and Gazeta.pl’s The Last Issue, which have both won major awards including Grand Prix’s at Cannes Lions this year. Madon (pictured), at the helm the Creative Team in Asia, will be responsible for enhancing and developing further creative capabilities across the agency’s Asia network in line with its positioning of creating connected brands that drive value for clients and impact the world by harnessing creativity, technology, and culture.
Madon has spent the past 23 years developing digital and creative solutions for blue chip brands like Procter & Gamble, GlaxoSmithKline, Hewlett-Packard, Singapore Airlines, HSBC, Burger King, Shell, Changi Airport and VISA.
She is a celebrated leader, and has made her mark at all major award shows. In 2010, she became the first female chairperson in the history of the Creative Circle Awards Singapore, and the following year was awarded Singapore’s first Digital Creative Director of The Year Award at the 2011 Advertising Hall of Fame, a title she retained in 2012. Voted as one of Singapore’s Most Influential Creative Directors 2011-2018 by the IAS, this year, Madon was appointed the ambassador for Spike’s female accelerator program See It Be It, to guide and inspire young female talent in advertising.
“Valerie is the kind of inspiring leader that defines agencies of the future. She is a perfect fit culturally – collaborative, humble, talented, a role model for young creatives who we need to fall in love with the industry. Her deep digital experience knowledge within the overarching brand umbrella is the perfect spot where VMLY&R operates. She is a perfect fit for us and I am very excited about having her at the helm of our creative offering in Asia,” said Tripti Lochan, Co-CEO for VMLY&R Asia.
“I’m thrilled to welcome Valerie to our global creative leadership team,” added Vandeven. “She truly has so much to offer VMLY&R — a reputation for creative excellence, extensive digital experience, and the proven ability to build world-class teams. I’m confident she will be an exceptional CCO in one of our most exciting and rapidly growing markets.”
Madon’s role will help to support VMLY&R’s go-to-market strategy to provide its clients with the most relevant and contemporary agency offering in the market today, focused on six key pillars: Commerce, Advisory, Experience & Technology, Data & Insights as well as Brand Stewardship, Content & Media Innovation.
Prior to joining VMLY&R, Madon was Chief Creative Officer for HAVAS Group, Southeast Asia, a role she held for two years. Before this time she was Head of Creative Shop for Facebook, SoutheastAsia, Chief Creative Officer for JWT Singapore and Global Executive Creative Director for Shell.
A multi-disciplinary creative, besides advertising, Madon is also keen painter, specialising in still-life and portraits. She is also a qualified gelato chef, running her own Singapore-based ice cream parlour Licktionary, alongside husband, Farrokh Madon, another creative advertising veteran, with whom she has two children.
Madon said, “Truly creative work is the only reason I came back to the agency-world and I’m extremely inspired by VMLY&R, which embodies the way that agencies of today need to think. While many agencies may be known for creativity, very few are pushing the envelope when it comes to embracing media to deliver creative experiences – rather than just communications, and few are truly ready for what’s needed today and in the future. Having digital-at-the-core is not just a catchphrase at VMLY&R. It is its foundation. Hence it is my privilege to get the opportunity to work some magic alongside digital experts like Yi-Chung Tay, Keith Timimi and of course Tripti, a leader I highly respect and trust.”