Valerie Madon left McCann Worldgroup Singapore in March after nearly three years as CCO. Now she has joined AI platform for creator marketing, Fabulate, as director of creative strategy for Southeast Asia, Japan, and South Korea, a newly created role. Madon will lead Fabulate’s creative strategy across the region, working with enterprise brands, agencies and platform partners to develop creator-first marketing strategies that bring together creativity, culture, technology, AI, and creator intelligence.

Nathan Powell, chief product and strategy officer at Fabulate, stated, “You only have to spend a few minutes with Valerie to understand what an incredible creative mind she has.

“Her passion for the work she does is unmatched. Valerie is quite simply one of the most accomplished creative leaders in the region, and having someone of her calibre join Fabulate is an incredibly exciting moment for the business. Valerie’s career sits almost perfectly at the intersection of where we believe creator marketing is heading. She has led creative organisations across Asia, worked inside Meta helping brands embrace platform-native creativity and created work recognised at the very highest levels of our industry.

“Creator marketing is moving beyond being viewed as a standalone channel or executional tactic. Brands increasingly need senior strategic thinking around how creators, data, technology and creativity work together across the marketing funnel. Valerie brings a depth of experience that will help our clients navigate that shift while continuing to raise the bar for what creator marketing can become.”

At McCann Worldgroup, Madon helped the agency to achieve significant growth across major global accounts such as Mastercard and Ferrero. She also helped to launch McCann Content Studios in Singapore and Thailand, that contributed to new business wins, L’Oréal and Chick-fil-A. Before joining McCann, Madon held roles as CCO Asia of VMLY&R (now VML), chairwoman Singapore & CCO, SEA at Havas Group Singapore, Head of Creative Shop SEA for META, and co-founder of Lickity Ice Cream. Her leadership has contributed to a Cannes Grand Prix, Innovation Lion, Glass Lion, multiple Cannes Gold Lions, and a D&AD White Pencil.

“I’m thrilled to be joining Fabulate at a moment when creator marketing is becoming a much more fundamental part of how brands build relevance, culture and growth,” Madon stated. “Collaborating with creators gives brands access to a collective team of thousands of brilliant creative minds. What excites me about Fabulate is the chance to turn those endless possibilities into lasting impact, helping brands build long-term value through authentic connections and original ideas that continue to entertain audiences worldwide. I’m looking forward to working with brands, agencies, platforms and the Fabulate team to help shape what the next generation of creator-led advertising looks like across the region.”

The appointment comes as Fabulate continues to accelerate its expansion across APAC, with on-the-ground presences in Australia, Singapore, Malaysia, the Philippines, Vietnam, Thailand, Indonesia, South Korea, Japan, and New Zealand. The company has also recently secured a US$4.5 million investment to support its next phase of growth, including further regional expansion and continued investment in its technology and AI capabilities.

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