HONG KONG – Publicis Groupe Hong Kong has announced significant changes to its creative leadership team, elevating two of its top talents and welcoming four senior hires as part of its ongoing expansion in the region.
Halo Cheng has been promoted to Executive Creative Director, while Stratos Efstathiou steps into the role of Head of Art. Both have played pivotal roles in shaping the agency’s creative output in recent years, and their expanded positions mark a new chapter for the Groupe’s creative ambitions in Hong Kong.
Cheng, who began her career as a copywriter at Leo Burnett Hong Kong in 2004, quickly made her mark by winning Gold at the Kam Fan Awards early in her career. Over the years, she has continued to craft high-impact campaigns for global brands and represented Hong Kong on the Cannes Lions jury in 2024.
Efstathiou, originally from Cape Town and a Hong Kong resident for the past decade, brings a wealth of international experience. An award-winning art director, his work has been recognised at major industry platforms including Cannes Lions, D&AD, Spikes Asia, and the Clio Awards.
“It’s an exciting time for Publicis Groupe in Hong Kong with Halo and Stratos stepping into broader leadership roles, and the arrival of four incredible talents who not only add to our creative calibre – they’re an amazing booster to an already thriving creative playground,” says Christopher Lee, Chief Creative Officer at Publicis Groupe Hong Kong.
Alongside these promotions, the agency has added four senior creatives to its roster:
- Soenar Santoso, Creative Director – an Indonesian creative with over 12 years of experience blending storytelling, technology, and collaboration across startups and global brands.
- Kawa Wong, Associate Creative Director – who entered the industry in 2020, has worked across diverse categories including tourism, finance, FMCG, and retail, and represented Hong Kong at the Cannes Young Lions in 2023.
- Ethan Chu, Senior Copywriter – with a background in film and philosophy, he brings a reputation for delivering meaningful, thought-provoking campaigns for international brands.
- Bernice Chin, Copywriter – returning to Hong Kong from Chicago, she brings expertise in social media strategy, trend analysis, and digital marketing with a flair for product collaborations and culture-driven ideas.
João Braga, Global Executive Creative Director at Publicis Groupe Hong Kong, says: “Soenar, Kawa, Bernice and Ethan are the nicest, most talented humans, and we’re thrilled to have them on board. With Halo and Stratos’ expanded new roles, we’re now more than ready to elevate our craft and push the boundaries of our creative offering.”
