Royals Coup: Cyril Louis Appointed Creative Partner/ECD at the Royals

Experimentation and innovation have always been part of The Royals DNA.

That's what drives being #mostinterested.

That's what leads to our best creative work.

That's what you get with Cyril Louis.

Coming from a unique Mechatronics and Fine Arts background, Cyril is a true hybrid innovative leader who will bring his trademark fusion to the leading independent Agency, The Royals.

Bridging the gap between technology and artistry, championing the belief that the only way for brands to lead moving forward is to enrich people's lives so they decide they want them there. He has led global brands such as Heineken, Audi, Uber, and Beats by Dre.

Most recently, delivering award-winning ideas for Heineken with 'The Boring Phone' that empowers individuals to reclaim their social lives and foster engagement in every shared moment. And Heinekicks, a beer-cushioned sneakers that sell beer to Gen Z in countries where alcohol advertising is banned.

Louis is ranked #3 in Asia Pacific in The Drum's World 2024 Creative rankings for ECDs. His work in London, LA, Singapore, and Dubai has earned him over 200 national and international awards.

The appointment comes as The Royals ride the surge of expansion off the back of the new business wins of Dairy Farmers, Melbourne University, Asahi Ventures and Australian Unity.

Louis most recently worked as the regional executive creative director for LePub APAC, where he was also the creative lead for Heineken for APAC and Tiger Beer worldwide.

Andrew Siwka, The Royals' managing partner, said, "It is a match made in cultural alignment heaven. There was never any doubting Cyril's world-class credentials, but the alignment of our fundamental DNA made us confident about the partnership opportunity. Exciting times ahead! " 

Cyril said, "I thrive on making the stuff people want to seek out, not pay to avoid. To do this, you have to be interested in the people, the culture, and what's new in their world so you can be interesting for them, relevant, and topical. I am thrilled to have such a synergy @The Royals." 

Louis will relocate to Melbourne in October for the creative partner-ECD role.