LOOP APPOINTS VIX CHANDRA AS GLOBAL CREATIVE DIRECTOR FOR PORSCHE AND PORSCHE MOTORSPORT

Digital agency LOOP has named Vix Chandra global creative director, entrusting him with leading Porsche and Porsche Motorsport worldwide. Based at LOOP, Chandra will oversee creative across all markets as the agency assumes the global remit, following the accounts’ transition from BBDO Germany.  

In a decisive move that underscores the changing dynamics of global brand partnerships and creative leadership, digital agency LOOP has appointed Vix Chandra as its new global creative director, entrusting him with the creative reins for both the Porsche and Porsche Motorsport accounts worldwide. This marks a significant chapter not only for LOOP, an agency increasingly recognised for its commitment to boundary-pushing creative work, but also for the storied automotive brand as it seeks fresh cultural relevance and narrative impact across markets.

LOOP’s acquisition of the global Porsche accounts from BBDO Germany already signalled a shift in how the iconic sports-car maker intends to approach its advertising and creative ecosystem. The appointment of Chandra now brings that strategic transition into sharper focus. In his new role, he is charged with overseeing creative output across all markets for both Porsche and its high-performance arm, Porsche Motorsport — a responsibility that blends brand heritage with future-facing storytelling.

For Chandra, the return to LOOP feels like a homecoming with a heightened sense of purpose. Before this appointment, he had built a diverse career across agencies and global markets, most recently serving as executive creative director at Naga DDB Tribal. Before that, he held roles including global creative lead at the Swiss brand On, and earlier in his career, he worked at LOOP as a creative strategist and conceptualist — experiences that shaped his understanding of integrated brand narratives and cultural resonance.

Chandra’s deep immersion in brand culture and contemporary creative expression perhaps best illustrates why this appointment matters now. Porsche, a brand synonymous with precision engineering and luxury performance, has in recent years sought to evolve beyond its traditional positioning. Under new leadership at Porsche AG, including the influence of CEO Dr. Michael Leiters, the company is emphasising brand culture, audience engagement and broader global visibility — not just in performance circles but in lifestyle arenas where audiences connect emotionally with automotive identity.

At the same time, Porsche Motorsport has entered 2026 with ambitions that reach beyond the racetrack. The brand has renewed its focus on engaging broader audiences, elevating its factory and customer racing programs, and investing in talent development that spans from young driving stars to esports competitors — a testament to the evolving definition of what it means to be a motorsport brand in the digital era.

This backdrop sets the stage for what Chandra calls an “excitingly familiar” return. In remarks tied to his appointment, he reflected on having previously contributed to Porsche’s contemporary positioning — notably moving the brand toward a more modern expression of luxury that leverages culture and creativity. He has watched how that early work continued to resonate even as he moved between roles, and he sees the current moment as ripe for new leaps in how the brand communicates with the world.

Through his lens, the task ahead is not simply about creating advertising but about shaping narratives that speak to Porsche’s legacy while also appealing to cultures that prize innovation, identity and community connection. It’s an approach that views creativity as a cultural bridge — one that connects heritage brands to contemporary life through storytelling that feels both authentic and aspirational.

LOOP’s leadership has welcomed Chandra into a creative-strategic leadership team alongside figures such as Frederik Celliers, global creative director, and Anwar Alexandru Khisaf, strategy director. Working closely with Chief Executive Officer and founder Michael John, Chandra will be charged with shaping a cohesive creative vision that has teeth across global markets — from Europe to Asia, the Americas to the Middle East.

The appointment also marks an important strategic moment for LOOP itself. Winning the global Porsche and Porsche Motorsport accounts from a heavyweight like BBDO Germany reflects growing confidence in the agency’s capabilities. Leading creative across all markets for a brand that defines automotive excellence is not just a commercial victory — it’s a cultural one. It places LOOP in conversations with elite global agencies while also challenging it to deliver on the high expectations that come with stewarding one of the world’s most revered brands.

Industry observers have noted that Porsche’s recent activations demonstrate exactly the kind of cultural engagement that Chandra has excelled at in the past. Last year, during Formula One week in Singapore, Porsche brought its Raceborn concept to life through a city-wide activation — blending brand heritage with urban experience. A classic Volkswagen T1 ‘Kombi’ van wrapped in Porsche’s historic Renndienst livery toured the city, distributing a limited-edition Raceborn publication that showcased stories of Porsche’s racing roots and innovation. Such initiatives signal a brand willing to meet culture where it lives — something Chandra is uniquely equipped to amplify.

Equally, Porsche’s continued emphasis on narratives that intersect with lifestyle and luxury offers fertile ground for creative evolution. From flagship experience centers like the upcoming Porsche Experience Centre Singapore to localised brand storytelling that connects with automotive enthusiasts, collectors and broader audiences alike, the environment is rife with opportunities to redefine what a global automotive brand campaign can look like in the digital age.

For Chandra, the creative challenge goes beyond crafting visually arresting campaigns. It’s about forging emotional resonance across disparate cultures and platforms — from digital content that thrives on social feeds to experiential moments that live in physical spaces and events. His track record, built on blending entertainment, culture and brand strategy, positions him to advocate for creative ideas that can travel seamlessly across media while retaining depth and relevance.

This move also reflects broader industry trends. As brands chase cultural relevance in an increasingly fragmented media landscape, they are turning to leaders who understand not just advertising mechanics, but how cultural narratives evolve and how communities engage with content today. Chandra’s experience — with global brands, diverse creative landscapes and cross-market storytelling — epitomizes the profile that many marketers now seek.

In a world where audience attention is the new currency and authenticity is paramount, the intersection of brand heritage and contemporary creative direction has never been more crucial. Chandra’s role at LOOP — orchestrating the creative future of Porsche and Porsche Motorsport — places him at that intersection, charged with translating history and performance into stories that matter to audiences around the globe.

As he steps into this new position, the industry will be watching closely — not only to see how Porsche’s campaigns evolve, but how the broader narrative of automotive marketing shifts in response to a creative leadership that is unafraid to merge cultural insight with strategic ambition. For LOOP, Porsche, and Chandra himself, this ambitious chapter is just beginning.