The Royals picks up new executive creative talent from Singapore

September 10, 2024 2:53

The Royals as taken on Cyril Louis as its new creative partner and executive creative director (ECD).

Currently based in Singapore, Louis’ background in Fine Arts and Mechatronics has lent itself to a career that has seen him work on international brands including Uber, Heineken, Beats By Dre and Audi.

In terms of employers, Louis’ credentials span Singapore, the US, the UK, Australia and the United Arab Emirates, working for organisations such as Razorfish, Elephant, The Prime Minister’s Office – UAE, R/GA and more.

Most recently, Louis helped deliver Heineken’s ‘The Boring Phone’ – a line of flip phones designed to get people conversing in real life, rather digitally. He also worked on Heinekicks – “beer-cushioned sneakers that sell beer to Gen Z in countries where alcohol advertising is banned”

Louis’ work has established himself as number three in “The Drum’s World 2024 Creative rankings for ECDs” focusing on the Asia Pacific region. He also has more than 200 international and national awards to his name, thanks to his work as a creative.

“I thrive on making the stuff people want to seek out, not pay to avoid,” Louis said.

“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 @The Royals.”

“It is a match made in cultural alignment heaven,” enthused Andrew Siwka, managing partner at The Royals.

“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!”

Louis’ appointment occurs at a time of unprecedented business success for the agency. In mid-June 2024, dairy company Bega Group made The Royals its creative agency partner for its Dairy Farmers portfolio, seeing it move on from a more-than-five-year partnership with AJF Partnership.

And as recently as August 2024, the agency launched a new creative work – ‘Hands On For Business Payments’ – for EFTPOS company Smartpay.

Louis is expected to move to Melbourne in October for the new role.