Brand experience agency Geometry has appointed Julián Hernández as its new executive creative director (ECD) in Dubai.
Hernández joins the Dubai office after two and a half years as Geometry Hong Kong’s ECD, with responsibility for inspiring and mentoring the creative team to ‘think big’ as the agency refocuses on omni-channel services globally.
In this role, Hernández will focus his efforts on creativity with a purpose, emphasizing local insight to shape the agency’s new approach to shopper marketing.
“I’d like to see more culturally relevant work coming out of our office, and the use of non-traditional channels to influence consumers in unconventional ways,” says Hernández. “The old ‘surprise and delight’ approach has never been more valid – even in our complex region – so that’s what we’re aiming for across a wider scope of touchpoints. To do so, we need to surprise consumers with brand experiences that enrich their lives, rather than interrupt them.”
“We’re delighted to welcome Julian to Dubai, and to bring a proven creative force to the region from within Geometry’s global network,” adds Nick Walsh, managing director of Geometry Dubai. “Julian’s arrival comes at a great time for the agency because it marks another stage in our ongoing evolution, following our recent rebrand and a refocus on the omni-channel world.”
During two and a half years at Geometry Hong Kong, Hernández led the creative output for brands such as Coca-Cola, Huawei, Pernod-Ricard, and WWF. His transformation and integration of the Geometry HK team led it to be named Agency Of The Year in Asia Pacific at the 2016 PMAA awards. Prior to Geometry, Hernández held the role of executive creative director for Leo Burnett Shanghai, Hong Kong and Greater China, following six years as creative director for McCann Erickson in Chile.