Previously leading P&G’s Northeast Asia hair care business out of Tokyo with Beacon — Burnett’s joint-venture with Dentsu — d’Esterre has been tasked with developing a more global approach for the brands.
“P&G is really trending more towards a global structure, so this demonstrates the dedication the agency has in working with it in terms of resourcing and support at that level,” said d’Esterre.
D’Esterre noted that a key focus of his role would be to help transition the personal care giant into the digital space. “Structurally, there is a bigger push at the top which is starting to trickle down in terms of using more new media.
“By brand and by group, P&G is trying to experiment with projects, and as it sees more success, it will experiment more,” he added.
D’Esterre has previously worked with Saatchi & Saatchi in Hong Kong and Bangkok. He will report to Michelle Kristula-Green, president of Leo Burnett Asia-Pacific, and Warren Guthrie, executive vice-president of Leo Burnett Chicago.
