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#ShareTheLoad fame Umma Saini moves to BBDO Singapore

Saini, who has joined BBDO Singapore last month, was part of the creative team behind P&G Ariel’s #ShareTheLoad campaign

Umma Saini

The woman behind the much appreciated #ShareTheLoad campaign, Umma Saini has shifted to BBDO Singapore as Creative Director. She has been named as the 10th best Creative Director in the world by the Directory Big Won.

Saini was a part of the creative team behind P&G Ariel’s #ShareTheLoad campaign for which she received local, regional and global accolades. This includes consecutive Glass Lions at Cannes (2015 and 2016), the Creative Effectiveness Grand Prix at Spikes and India’s first D&AD Impact White Pencil. As a result, #ShareTheLoad is now the No.1 campaign in the world, according to the WARC 100 list, and it is the most awarded campaign in India ever.

Saini has spent over 10 years in advertising. Her extensive experience covers a range of industries, working on clients including Ariel, Johnson’s Baby, Vodafone, Quaker, Emirates, Amul and Future Group, to name a few.

She said, “BBDO network has the most caring, creative and passionate people, and the work always speaks for itself. I look forward to taking my learnings from a diverse market like India, and putting them to good use for our local and regional clients. Some of our best minds are in Singapore and I can’t wait to embark on this new journey with them.”

Jean-Paul Burge, Chairman and CEO, BBDO Asia, said, “Saini is a world-class talent and a fabulous addition to our Singapore creative team. She brings passion and energy to all she does and her reputation for creating game-changing creative ideas and work for our clients is well deserved.”

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