Thierry Halbroth new executive creative director of Cathay Pacific Central Team

Thierry Halbroth has been promoted to ECD of the Cathay Pacific Central Team (CXCT) at McCann Erickson. Thierry has been with the team for over four years, first as senior creative director and then as joint ECD with Sylvester Song, who resigned in early June to take up a career as a director. He takes over as sole ECD with immediate effect.

In announcing the promotion, Vince Viola, Executive VP and Managing Director of CXCT, said, “There simply is no better creative leader to take us forward with Cathay Pacific. Thierry is known for his belief in creative integration and our recent ‘Meet the Team’ global campaign is a great example of this. What began as an online initiative gained such power and recognition that we built it into a fully integrated campaign and took it across multiple channels – from online to print to outdoor to television. That’s just the sort of across-the-line integration we’re looking for.

“At the end of the day, it’s all about creating great content thatengages our consumer at every touch point and delivers a strong returnon our investment. That’s really what drives us on the Cathay PacificCentral Team. Thierry has been a champion of this approach and we lookforward to his creative leadership in the future.”