Thierry Halbroth
Creative Leader
Hong Kong
85260552966
be.net/offshore
“I have no special talents. I am only passionately curious.”
― Albert Einstein
Surfer, husband, father and DJ (in no particular order), I'm first and foremost an award-winning creative head.
Homeless for most of my life, I've spent the last 30 years in Asia Pacific, living and working in Bangkok, Singapore, Sydney, Tokyo and Hong Kong and travelled through many cities in between.
Problem solving, big ideas, storytelling, production & post-production, client relationships and creative leadership and management of large multinational brands are my core strengths.
Despite my nomadic pattern, I call Hong Kong 'home' and, at 23 years, the city I've spent the most time in (but remain a citizen of the world at heart).
My life journey is a story in its own you'll enjoy listening to.
"In a connected world, there's no such thing as "digital" - everything is digital."
― Albert Einstein
Surfer, husband, father and DJ (in no particular order), I'm first and foremost an award-winning creative head.
Homeless for most of my life, I've spent the last 30 years in Asia Pacific, living and working in Bangkok, Singapore, Sydney, Tokyo and Hong Kong and travelled through many cities in between.
Problem solving, big ideas, storytelling, production & post-production, client relationships and creative leadership and management of large multinational brands are my core strengths.
Despite my nomadic pattern, I call Hong Kong 'home' and, at 23 years, the city I've spent the most time in (but remain a citizen of the world at heart).
My life journey is a story in its own you'll enjoy listening to.
"In a connected world, there's no such thing as "digital" - everything is digital."
Work Experience
Publicis
Managing Partner & Executive Creative Director
Promoted to Managing Partner and responsible for the running of the Hong Kong office in addition to the Executive Creative Director functions. Lead creative for AXA and Renault throughout the region.
As Managing Partner and Executive Creative Director of Publicis Hong Kong, I am tasked with managing the Hong Kong operations and overseeing the overall creative output on all major clients. This include AXA and Renault where I serve as their Asia Pacific creative lead, working hand-in-hand with creative teams regionally and globally. My objectives: transform and organically grow the Hong Kong office into a preferred hub to help lead the change for Publicis global clients, building on a strong offering able to deliver best-practice strategy, creative and brand management.
As Managing Partner and Executive Creative Director of Publicis Hong Kong, I am tasked with managing the Hong Kong operations and overseeing the overall creative output on all major clients. This include AXA and Renault where I serve as their Asia Pacific creative lead, working hand-in-hand with creative teams regionally and globally. My objectives: transform and organically grow the Hong Kong office into a preferred hub to help lead the change for Publicis global clients, building on a strong offering able to deliver best-practice strategy, creative and brand management.
May 2016
- October 2017
Hong Kong
Publicis
Executive Creative Director
Besides being one of the local HK4A's agency handling the likes of Citibank, Tempo, Nestle and Chow Tai Fook, Publicis Hong Kong is first and foremost the regional creative centre for AXA Insurance, Marriott Hotels, Cartier, UBS and BNP Paribas. Encompassing Nurun, MSL and the luxury division 133, Publicis strives to deliver integrated creative and strategic solutions for all its clients with digital at the core. Responsible for the overall creative leadership across units and services.
January 2016
- May 2016
Hong Kong
McCann Erickson
Chairman, Creative Council
Leading the creative council of McCann Worldgroup to achieve creative excellence throughout all disciplines. Liaise with the regional Asia Pacific council and attend quarterly meetings as part of the regional council.
July 2013
- August 2015
Bangkok, Thailand
Commonwealth//McCann
Executive Creative Director APAC
Commonwealth is Chevrolet's global advertising agency of record with headquarters in Detroit and regional hubs in São Paulo, Milan, Mexico City, Buenos Aires, Moscow, Dubai and Bangkok.
Executive Creative Director and de facto Asia Pacific creative head of Commonwealth//McCann’s Bangkok – McCann’s dedicated agency for General Motors/Chevrolet. Overseeing the creative output of all advertising and marketing requirements in Japan, Thailand, Vietnam, Indonesia, Fiji and Papua New Guinea. I was responsible for the creative origination of local campaigns as well as the adaptation of global guidelines and campaigns in selected markets. I was also a member of the global Senior Leadership Team, participating in the development of global Chevrolet solutions.
Executive Creative Director and de facto Asia Pacific creative head of Commonwealth//McCann’s Bangkok – McCann’s dedicated agency for General Motors/Chevrolet. Overseeing the creative output of all advertising and marketing requirements in Japan, Thailand, Vietnam, Indonesia, Fiji and Papua New Guinea. I was responsible for the creative origination of local campaigns as well as the adaptation of global guidelines and campaigns in selected markets. I was also a member of the global Senior Leadership Team, participating in the development of global Chevrolet solutions.
July 2013
- August 2015
Thailand
The Association Of Accredited Advertising Agents Of Hong Kong
Chairman, Creative Committee
Strong from my involvement and digital preaching, I was elected to the creative committee to continue helping Hong Kong further its thrust into regional creative excellence.
2012
- 2013
Hong Kong
The Association Of Accredited Advertising Agents Of Hong Kong
Chairman, Interactive & Direct Marketing Committee
“In the greater scheme of complex integrated communications, online marketing is no longer a satellite of a strategy. Instead, digital thinking is taking centre stage in any long and short term marketing strategy, as consumers’ media habits consistently shift from traditional media to online. We cannot afford not to be digitally savvy when the world’s largest internet population is in our own backyard. That would simply be suicidal for any creative mind.”
Preaching the industry with my daily beliefs and responsibilities to position Hong Kong as a core player with strong players on the Asia Pacific digital map.
Preaching the industry with my daily beliefs and responsibilities to position Hong Kong as a core player with strong players on the Asia Pacific digital map.
2009
- 2011
Hong Kong
McCann Erickson
Executive Creative Director
Cathay Pacific Central Team. Overseeing and managing all of the creative origination and implementation of all the airline seven brand’s campaigns in 27 countries – from digital, TVCs, print and outdoor, as well as below-the-line collaterals.
I spent 10 years with McCann Worldgroup, eight of these on Cathay Pacific Airways, growing from Digital Senior Creative Director to Global Executive Creative Director in charge of 27 countries worldwide. During this period, I was responsible for some of the airline's most iconic campaigns and game changing product launches, winning over 100 awards in the process.
I spent 10 years with McCann Worldgroup, eight of these on Cathay Pacific Airways, growing from Digital Senior Creative Director to Global Executive Creative Director in charge of 27 countries worldwide. During this period, I was responsible for some of the airline's most iconic campaigns and game changing product launches, winning over 100 awards in the process.
November 2009
- July 2013
McCann Erickson
Senior Creative Director
As Senior Creative Director with McCann Erickson’s Cathay Pacific Central Team Worldwide, I managed through the line integrated solutions for all Cathay Pacific brands including Cathay Pacific, The Marco Polo Club and Asia Miles. From global branding campaigns to relationship marketing and digital solutions, my role was to help the airline to differentiate itself in a market increasingly dominated by low cost carriers, and further consolidate its position as one of the world’s leading airlines.
February 2006
- October 2009
Hong Kong
M&C Saatchi
Director of Integrated Services
As I made digital a core competency of mine and brought this to life at Mercatela, I then made my way to M&C Saatchi (on the back of the British Airways pitch) where I was responsible for embedding digital and channel agnostics ideas into creative solutions to strengthen the service offering on all key clients. Most importantly, British Airways, Qantas, Cosmopolitan Cosmetics (now P&G Prestige), Mandarin Oriental Hotels and eBay.
January 2002
- January 2006
Hong Kong
Mercatela
Partner - Creative Practice
The Asian Sapient merging consulting, creative, marketing and IT solutions...till the bubble burst.
I was recruited from Sydney and asked to relocate to Hong Kong to help set-up and manage the creative practice of Mercatela's five offices, mainly Hong Kong, Tokyo, Singapore, Taiwan and Kuala Lumpur. Joined as employee 25 as we grew to a little over 200 people in the space of six months. Responsible for leading the multi-million dollar British Airways Asia Pacific digital management pitch (and winning it) as well as the creative implementation of FoodBiz in Japan, a Nikkei BP vertical portal dedicated to food supplies and restaurant reviews. Early days of digital online reviews and sourcing resources.
I was recruited from Sydney and asked to relocate to Hong Kong to help set-up and manage the creative practice of Mercatela's five offices, mainly Hong Kong, Tokyo, Singapore, Taiwan and Kuala Lumpur. Joined as employee 25 as we grew to a little over 200 people in the space of six months. Responsible for leading the multi-million dollar British Airways Asia Pacific digital management pitch (and winning it) as well as the creative implementation of FoodBiz in Japan, a Nikkei BP vertical portal dedicated to food supplies and restaurant reviews. Early days of digital online reviews and sourcing resources.
May 2000
- August 2001
Hong Kong
THC2
Founder & Creative Director
A long time dream of mine to settle down in Australia. Fate decided otherwise and with two clients in Tokyo and Singapore, the choice of being based in Sydney soon took its toll on the daily Australian dream as I spent more time in planes and abroad than in Sydney.
With long-term consulting retainers I was managing the Asia Pacific communication for Hyperion Solutions, working hand-in-hand with the likes of KPMG and PwC in order to ensure top-of-mind awareness of Hyperion's solutions.
With long-term consulting retainers I was managing the Asia Pacific communication for Hyperion Solutions, working hand-in-hand with the likes of KPMG and PwC in order to ensure top-of-mind awareness of Hyperion's solutions.
January 1999
- May 2000
Australia
Write-Angles
Business Group Head
Writes-Angles is a design and communication agency associated with Minale Tattersfield (London).
The people who shaped and set me on the route to become who I am today. I totally transformed the seasonal design business of the agency into a fully-fledged below the line communication agency, increasing revenues through enhanced advertising capabilities, capitalising on the core strength of the thinking, writing and design of the agency.
The people who shaped and set me on the route to become who I am today. I totally transformed the seasonal design business of the agency into a fully-fledged below the line communication agency, increasing revenues through enhanced advertising capabilities, capitalising on the core strength of the thinking, writing and design of the agency.
September 1996
- December 1998
Singapore
WordMaker
Marketing Manager
The start of my career in the design and branding industry that gave me the basics in brand design and communication.
September 1995
- August 1996
Singapore
Languages
English (Fluent),
French (Native),
Spanish (Conversational),
Awards
* Selected awards only. Full list available on demand and on Behance Profile
Creative Jury Duties
IDA
AGDA Australia
AdFest
AWARD Australia
(M)AdStars
Spikes Awards
Lisbon International
Ciclope Festival
Tambuli Awards
New York International Festivals
Yahoo! Big Chair Award
AGDA Australia
AdFest
AWARD Australia
(M)AdStars
Spikes Awards
Lisbon International
Ciclope Festival
Tambuli Awards
New York International Festivals
Yahoo! Big Chair Award