Dubai-based independent creative agency, Tonic International has promoted Joao Camacho to the role of Executive Creative Director. Having joined the agency in 2016, Joao most recently held the role of Creative Director, where he restructured the creative team and transformed it into a high-level competitive department. In his new role, he will work on developing the digital aspects of the agency to build stronger, more loyal relationships between brands and its consumers, utilising the data as well as analytics at hand to drive the agency’s creativity.
“Creativity is not a service, it is a product,” says Joao. “I firmly believe that by treating creativity as a product, it sets the tone of an agency and truly accelerates its clients’ businesses. The services that an agency provides with creativity are a given, the way to do better is a combination of creative factors and discipline.”