Cyril Louis has been regional ECD at LePub APAC, based in Singapore, for two-and-a half-years, and was also creative lead for Heineken APAC and Tiger Beer worldwide. Next month, he will move to Australia to The Royals as creative partner and executive creative director.

Currently ranked #3 ECD in Asia Pacific in The Drum’s World 2024 Creative rankings, Louis has worked in London, Los Angeles, Dubai and Singapore on global brands such as Heineken, Audi, Uber, and Beats by Dre. During his career he was won over 200 national and international awards.

Most recently, Louis led award-winning ideas for Heineken such as The Boring Phone a campaign that encouraged 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.

Louis’ appointment is part of expansion following several new business wins by The Royals including Dairy Farmers, Melbourne University, Asahi Ventures and Australian Unity.

Andrew Siwka, managing partner and founder of The Royals, commented, “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.”

Louis added, “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.”