Tonic International has announced the promotion of Joao Camacho, to the position of executive creative director. His aim in this new role is to ensure the growth of its client portfolio.
Camacho joined in October 2016 as creative director and since then has completely restructured the creative team at Tonic International.
One of his focus points for 2018 is to further develop the digital creative aspect of the agency, to build stronger and more loyal relationship between brands and its consumers, utilizing the data and analytics at hand to drive Tonic International’s creativity.
Camacho says in a statement: “Creativity is not a service, it is a product. I firmly believe that by treating creativity as a product, it sets the tone of an agency and truly accelerates its client’s businesses. The services that an agency provides with creativity are a given, the way to do better is a combination of creative factors and discipline.”
Jacqui Hewett, Tonic International managing director, comments: “Joao is a driving force at Tonic, leading the creative team and inspiring clients with work that truly resonates with their consumers. He has really step changed the creative output during his tenure, fostering the Tonic integration model and weaving creativity seamlessly across all of the services we provide. Joao’s vision and development of our creative product is what really sets Tonic apart, ensuring we always push the boundaries and challenge the status quo. He is a true inspiration to work with and I am very excited for what the future holds with him as our new executive creative director.”