Lida brings in SapientNitro chief to lead craft disciplines

fernandezLida has strengthened its creative department by raiding SapientNitro to recruit Pavel Fernandez as creative director.
Fernandez will work across all accounts including Royal Mail, Ikea and O2 and report to chief creative officer Trefor Thomas.
He will oversee Lida’s “craft” disciplines, including visual and experience design, as well as content origination.
Thomas said: “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 added: “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, Pavel has worked at agencies including JWT London, Digitas LBi and TMW Unlimited.

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