The Royals appointed Cyril Louis as Creative Partner and Executive Creative Director (ECD), as the independent creative agency looks to bridge the gap between technology and artistry.

Louis, joins the agency from Publicis Italy's le Pub APAC, where as Global Executive Creative Director, he led award-winning ideas for Heineken, including 'The Boring Phone' and 'Heinekicks'. He will relocate from Singapore to Melbourne to take on the new role.

Over his career, Louis has held senior creative roles at LA agency Elephant, IBM iX, R/GA, and Razorfish, and led work for global brands such as Heineken, Audi, Uber, and Beats by Dre. He is ranked #3 in Asia Pacific in The Drum's World 2024 Creative rankings for ECDs.

The appointment comes as The Royals experience expansion following new business wins from Dairy Farmers, Melbourne University, Asahi Ventures, and Australian Unity. Louis, who most recently worked as the Regional Executive Creative Director for Le Pub APAC, where he also led creative for Heineken for APAC and Tiger Beer worldwide, will relocate to Melbourne in October for the Creative Partner-ECD role.

"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!" said The Royals Managing Partner, Andrew Siwka.

"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 @The Royals," said Louis.