Lida appoints Trefor Thomas as new creative chief

Lida has recruited Trefor Thomas, former RMG creative boss and the co-founder of Brand Advocate, to succeed Nicky Bullard as its first chief creative officer.
Bullard, who was executive creative director, left last month after 15 years at the M&C Saatchi agency to join Meteorite as chairman and chief creative officer.
Thomas joins from SapientNitro, where he was ECD, and will head up Lida’s creative department. He has over 20 years’ experience, during which he has won numerous industry plaudits, including Cannes Lions and DMAs.
Before Sapient, Thomas was creative director at Brand Advocate, the agency he co-founded in 2008.
But it is perhaps his time as chief creative officer of RMG Connect (now JWT) for which he is best known in direct marketing circles. Along with chief executive Jonathan Harman, Thomas was responsible for boosting the profile of the agency, picking up a hatful of industry awards in the process.
Before RMG, Thomas spent seven years at Saatchi & Saatchi in senior creative roles; first in Singapore and then in the London office.
At Lida, he will report to chief executive Victoria Fox, who said: “Trefor’s passion and drive, coupled with his multiplatform and award-winning expertise, made him the perfect person to strengthen the creative agenda across all Lida clients. I am excited for the team and for our fantastic clients who will benefit from Trefor’s experience and track record.”
Thomas, who starts in June, commented: “For me, Lida already fuses a deep knowledge of loyalty and data, and now I’ve got a brilliant opportunity to apply an additional layer of technological knowhow and creativity. To be working with a team of kindred spirits, who totally understand the business of being direct, feels really exciting.”