Previously the executive creative director, Cheng is a key pillar in JWT Singapore’s strategy to make digital a core part of its creative services. The agency is ramping up its digital capability by training staff and bringing in a raft of new hires with digital skills and experience.
She joins Leigh Reyes of Lowe Philippines as one of a few female CCOs in the region.
Cheng noted that JWT Singapore has transformed in the past two years into an agency that delivers innovative brand experiences by making digital the heartbeat of of its operations.
With more than 15 years of experience in advertising, Cheng started out as a digital specialist involved in brand-building and integrated creative solutions. She has worked with a range of local, regional and international clients, including Singapore Airlines, EDB, PSB, SilkAir, Hewlett Packard, Tiger Beer, SAP and United Overseas Bank (UOB).
“After a long, worldwide search we talked to a lot of heavyweight candidates and realised that there is no one better suited to fill this big role than Valerie,” said Frank Bauer, CEO at JWT Singapore.
Prior to her role as ECD at JWT in 2010, Cheng was ECD at Publicis Modem Singapore, creative director at Leo Burnett/Arc Worldwide Singapore and art director at XM Asia Pacific. She has also served on juries at regional and global festivals including the D&AD awards, Cannes, Spikes, the Effies and AdFest.
She was named digital creative director of the year by the Institute of Advertising Singapore in 2011 and 2012.
“She has digital running through her blood and is profoundly driven by creative ideas that are true to the brand,” Tom Doctoroff, CEO of JWT Asia-Pacific, said of the appointment. “She resolves the tension between powerfully articulated creative ideas and the dynamism of new-generation engagement. Valerie is also a brand warrior, someone who can unify the agency around the power of ideas.”
Fukawa, meanwhile, has previously worked with Dentsu Japan, Leo Burnett in Tokyo and Chicago, Bates Yomiko Japan and Hakuhodo. He joined JWT Japan as ECD in 2006, and led JWT Japan in winning its first-ever Grand Prix at Cannes in 2009 for Kit Kat 'Mail'.
He was made chief creative officer at JWT Singapore in 2010.