Sapient’s Fernandez moves to M&C’s Lida

M&C Saatchi CRM agency Lida has hired SapientNitro’s Pavel Fernandez as creative director.

Fernandez (left) will work across all accounts including Royal Mail, IKEA and O2 and report to Trefor Thomas, Lida’s chief creative officer. He will oversee LIDA’s craft disciplines including visual and experience design as well as content origination.

Thomas says: “He’s a great natural talent with all the flair, design nous and charisma to really lift Lida’s level of craft. It’s going to be great having him on the team to coach and lead our many talented design and experience folk.”

Fernandez says: “I’m absolutely delighted to join the Lida family. With such outstanding talent, inspirational leaders and great clients, I’m certain that we will continue to create the world’s most valued brands.”

Fernandez has previously worked on brands including Sky, Johnson & Johnson, Canon, Nestle, Puma and the British Army. Before joining SapientNitro, where he was associate creative director, he worked at agencies including JWT London, Digitas LBi and TMW Unlimited.

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