Digitas UK Hires Lazaros Nikiforidis as Executive Creative Director

Digitas UK has recruited a new executive creative director, Lazaros Nikiforidis, from WPP’s Global Team Blue, where he was ECD Europe on the Ford account. 

Nikiforidis – known as 'Laz' – will work closely with Emma de la Fosse, Digitas’ chief creative officer, across the full range of Digitas clients, which includes accounts like Honda and Formula 1 as well as HSBC, GSK, a range of Kellogg’s cereals and E.ON energy.

De la Fosse said: “Laz is a creative in the now of things. He personifies what we are setting out to do at Digitas; bringing digital capability and storytelling together as right hand and left hand working as one.”  

The restructuring of the creative community at Digitas will see the former silos of Comms, UX, Ui and CRM being dissolved in favour of new CD pairings of brand and tech creatives. “This will help us deliver on our mission of designing experiences with emotion at their heart,” says de la Fosse. 

While working on Ford, Laz has managed to gain recognition in major shows including D&AD, Cannes Lions, Webby Awards, Creative Circle and One Show amongst others. While his work for brands such as IKEA, Telekom, Mondelez and Mattel has also been recognised by juries around the world. 

Laz, who will also contribute to the new business effort at Digitas, said: “In this world of massive transformation, I believe that the need for human truths powering ideas remains a constant. At Digitas the focus is in harnessing these truths and using technology to design experiences that help brands create meaningful and lasting connections with consumers.”

Before joining Digitas, Laz spent more than 15 years at WPP, working in different agencies across multiple markets including London, Budapest, and his native Athens.