SapientNitro's Freddie Laker

IChameleon Founder Will Oversee Digital Campaigns Across Asia

By Published on .

SHANGHAI ( -- SapientNitro will move Freddie Laker, 32, to Shanghai in a new position, executive director of digital strategy for Asia, starting July 7, 2010.

Mr. Laker is currently director of digital strategy in the company's Miami office. In Asia, he will be responsible for driving new business growth in the region and enhancing the agency's digital capabilities in Asia, where Nitro works with marketers like Mars, Unilever, and Volvo. Outside China, he will work with SapientNitro offices in Singapore, New Delhi and Bangalore.

Freddie Laker
Freddie Laker
Mr. Laker will continue to report to Gaston Legorburu, worldwide chief creative officer and executive director, and work closely with Shannon Dix, SapientNitro's general manager, China based in Shanghai.

With more than 390 million internet users, China alone has one of the largest digital communities in the world and "presents massive opportunities," Mr. Legorburu said. "Freddie is an internet pioneer, experienced in emerging markets and a widely recognized digital expert who will advance our capabilities and output in Asia."

Mr. Laker has worked on a variety of digital campaigns ranging from financial institution applications to viral marketing campaigns. He created the world's first 24-hour internet radio station, "The Womb," and founded one of Florida's oldest internet service providers.

Before he joined SapientNitro, Mr. Laker founded the digital agency IChameleon Group, which was acquired by SapientNitro in 2008. IChameleon developed campaigns for brands such as Coca-Cola, Guinness, Taco Bell and Toyota. He founded the Society of Digital Agencies, a collective of digital agencies focused on thought leadership and positive industry change.

Gary Zhao
Gary Zhao
He also blogs at and has written a series of columns for Advertising Age's DigitalNext blog.

SapientNitro's Shanghai office has also hired Gary Zhao as digital director and Ashley Wu as account manager.

Previously, Mr. Zhao was an account director at Publicis Groupe's Digitas division and Ms. Wu was a digital planner at OMD. Both were previously based in Shanghai.

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