Tequila reels in Web Liquid CD for digital

<P>Former global creative director of New York-based Web Liquid, Blair Shapiro, has joined Tequila\ Hong Kong as interactive and creative director, as the agency looks to step up its interactive offering.</P> <P><br><br><BR>Reporting to Joanne Lao, MD of TBWA\Tequila\Hong Kong, Shapiro has been tasked with providing strategic and creative leadership within the operation, and will work across the agency's entire roster. </P> <P><br><br><BR>Shapiro, who previously served as VP and CD of Omnicom's Agency.com New York (now part of TBWA\ Worldwide), said he was looking forward to the challenges his new role presents, pitching interactive strategy to clients and brands as part of the marketing mix. </P> <P><br><br><BR>"The challenge will be educating clients regarding the more engaging and compelling branding, direct response and targeting capabilities of the internet, as well as its ability to provide deep measurement and tracking," said Shapiro. <BR>"Now online is an afterthought, or an add-on, and it needs to be taken more seriously from the outset. Another challenge will be convincing media buying agencies that they need to begin taking online more seriously."</P> <P><br><br><BR>Shapiro has won metal at One Show among other awards, and has experience across a range of brands, including British Airways, Citibank, Discovery Channel and DaimlerChrysler.</P>