Geometry has appointed Julián Hernández as its new Executive Creative Director in Dubai. Mr Hernández joins the Dubai outfit 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 omnichannel services globally.
Drawing on over 17 years experience at creative director level, Mr Hernández will focus his efforts on creativity with a purpose, emphasizing genuine 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. 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,” commented Mr Hernández.
“We’re delighted to welcome Julian to Dubai, and to bring a proven creative force to the region from within Geometry’s global network. 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 omnichannel world,” added Nick Walsh, Managing Director of Geometry Dubai.
Prior to Geometry, Mr 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.
