OgilvyAction Asia Pacific appoints regional creative director for the first time

Dani Comar, executive creative director, Ogilvy & Mather Malaysia, has been appointed regional creative director, OgilvyAction Asia Pacific, effective 1 September. This is the first time the network has appointed an executive creative director and Comar will work with the recently appointed regional president of OgilvyAction Asia Pacific, John Goodman.

A long time Ogilvy employee, Comar's brief is to dramatically overhaul the creative product of OgilvyAction Asia Pacific, to achieve thrilling solutions which inspire consumers to action.

Said Goodman, ''Dani is the perfect partner for me in this business. He has a genuinely solution-neutral approach to creative problems, and will bring fresh eyes to a discipline which needs stunning work to set itself apart. Our measure of success is based on sales, so I was determined we had a top-class international player for this role, and you couldn't get better than Dani.''

Accoding to Comar, ''If you look at award shows, there's firm evidence that the creative game is changing. Today's most thought-provoking ideas come in some sort of free-form advertising. Whether it's an event-driven campaign, a digital breakthrough or launching a global cause, I admire the work that has a tangible effect on people's behaviours. It's a bold move from John to bring an outsider. I look forward to breaking the self-imposed boundaries of the discipline by weaving the storytelling nature of traditional advertising into the exciting new practices of activation.''