CB Exclusive: LePub APAC regional ECD Cyril Louis set to join The Royals as creative partner/ECD

Campaign Brief can reveal that Cyril Louis, regional ECD at LePub APAC, based in Singapore is set to join independent agency The Royals in the role of creative partner/executive creative director.

Coming from a unique mechatronics and fine arts background, Louis is a true hybrid innovative leader who will bring his trademark fusion to The Royals.

Louis, who will relocate from Singapore to Melbourne next month, joins the agency after two and a half years as regional ECD at LePub APAC. At LePub, Louis was also creative lead for Heineken for APAC and Tiger Beer worldwide.

Currently ranked #3 ECD in Asia Pacific in The Drum’s World 2024 Creative rankings, Louis has worked everywhere from London to Los Angeles, Dubai and Singapore. His career has seen him work on global brands including Heineken, Audi, Uber, and Beats by Dre, earning him over 200 national and international awards.

Most recently, Louis delivered award-winning ideas for Heineken including ‘The Boring Phone’ a campaign that empowered individuals to reclaim their social lives and foster engagement in every shared moment and Heinekicks, beer-cushioned sneakers that sold beer to Gen Z in countries where alcohol advertising is banned. In this interview last year, Louis told CB Asia: “Through Heinekicks, we got a whole new generation talking about Heineken, and Heineken Silver became part of Gen-Z fashion and culture, effectively reaching our audience in dark and non-dark markets.”

Louis’ appointment comes as The Royals rides the surge of expansion off the back of several new business wins including Dairy Farmers, Melbourne University, Asahi Ventures and Australian Unity.

Bridging the gap between technology and artistry, championing the belief that the only way for brands to lead moving forward is to enrich people’s lives, Andrew Siwka, managing partner and founder of The Royals says Louis is the perfect fit for the agency: “Experimentation and innovation have always been part of The Royals DNA. That’s what drives being #mostinterested. That’s what leads to our best creative work. That’s what you get with Cyril Louis.

“It is a match made in cultural alignment heaven. There was never any doubting Cyril’s world-class credentials, but the alignment of our fundamental DNA made us confident about the partnership opportunity. Exciting times ahead!”

Says Louis: “I thrive on making the stuff people want to seek out, not pay to avoid. To do this, you have to be interested in the people, the culture, and what’s new in their world so you can be interesting for them, relevant, and topical. I am thrilled to have such a synergy at The Royals.”