Former Global Creative Director for Dove Joins NY Creative Team
Cristina “Tin” Sanchez joins DigitasLBi today as Senior Vice President, Group Creative Director for the New York region. Tin will serve as creative lead for AstraZeneca as well as other brand-building opportunities and special creative projects across the DigitasLBi network. She will report to Atit Shah, EVP, Executive Creative Director, New York and Atlanta. Tin arrives at DigitasLBi from Ogilvy London.
“Tin is a true creative force, having led highly recognized, awarded, and effective work across a diverse range of accounts,” says Atit Shah, EVP, Executive Creative Director, New York and Atlanta. “As we look to deepen our storytelling abilities and invent new brand experiences for our clients, Tin is a thrilling addition to the New York leadership team.”
A Global Creative Force with Wide-Ranging Expertise
Tin’s award-winning integrated campaigns span a wide range of industries, from personal care to tourism to telco to pharmaceutical. A global veteran, she has worked for large agencies across four markets: the Philippines, Vietnam, Malaysia and the UK, where she handled local, regional, and global accounts. To date, she has received over 70 local and international awards and distinctions for creativity and effectiveness.
Under her tenure as Executive Creative Director at BBDO Guerrero, the agency rose to the Gunn Report’s Top 50. It became known for local campaigns that attracted the global spotlight, such as Pantene’s ‘Labels for women’, which captivated female audiences all over the world, garnered 60 million views in three months, and earned multiple awards, including a Cannes Cyber Lions. Sheryl Sandberg cited the campaign in a Facebook post: “This is one of the most powerful videos I have ever seen illustrating how when women and men do the same things, they are seen in completely different ways.” Tin also co-created the campaign #Unselfie, which was created to raise awareness of the devastation in the Philippines after Typhoon Haiyan, spread in social media and caught the attention of CNN and Secretary of State John Kerry, effectively delivering aid to survivors. The campaign garnered numerous awards, including two Cannes Lions.
Success—and Lions—from the Get-Go
As young copywriter, she won the Philippines’s first ever Cannes Lion, a bronze for the direct category. A few years later, at JWT Manila, she won the first-ever Gold. And in 2009, when brands in Manila were still just exploring marketing through Facebook, she co-created a telco campaign, Lola Techie (Grandma Techie), about a temperamental, tech-savvy Grandma. Not only was it the Philippines’s first successful use of social media by a brand, Grandma Techie also went on to become a pop icon.
Tin attributes her passion for advertising to a love for stories, photography, and an interest in human insight.