Amsterdam-based Soursop has hired TBWA/NEBOKO’s Annie Chiu as its first ever ECD, with the firm looking to drive its ‘next-gen’ approach to advertising.
In her new role, Chiu will help lead this ‘next gen’ approach by using cultural relevance to stand out to customers in a cluttered global marketplace. She will also look to help brands shape trends and pop culture, as opposed to following them.
Her appointment follows a period of concerted growth for the Dutch agency which has worked closely with major global brands such as Nike, Gucci and Gen Z media wellness platform, Woo since it was founded in 2019.
“As an incredible copywriter and a visionary creative, Annie’s work speaks for itself – but we were looking for much more than that. We needed someone who shares Soursop’s values and ethos, and who could creatively drive a new kind of agency – one that takes a fresh approach to advertising, champions alternative voices and creates work that shapes rather than follows culture – and Annie is that creative,” Soursop co-founder, Ravi Amaratunga Hitchcock said.
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“She’s been labelled ‘the future of advertising’ throughout her career – and now, she’s finally getting the opportunity to realise that potential. We can’t wait to start working with her.”
A native of New York, Chiu has worked for a range of major agencies throughout her career, spending two years at BBDO as a senior copywriter following stints at McGarryBowen and Wieden + Kennedy.
Chiu herself added: “The advertising industry as a whole isn’t moving fast and forward enough. When I think about the new generation and the work that resonates with them, I don’t see that reflected in bigger traditional agencies. The ethos at Soursop is different: what drives the agency is not business, it’s humanity.
“It’s about making space at the table for voices that aren’t being heard. For me, those are the new stories that need to be told. And the idea of being able to craft those stories with these super-talented people is really exciting for me. Moreover, It’s particularly meaningful to be part of a predominantly female team here at Soursop and to contribute as another POC female leader – to be able not to just open doors, but keep them open, for all those who may not have realised that this path exists for them too.”
