Hi, I´m Lidya Cortberg.

Creativity has to earn its place in the categories where I work. Healthcare, beauty, FMCG, NGOs. Complex briefs, demanding audiences, work that has to do more than look good.

Currently Global Head of Creative and Content at Germaine de Capuccini, leading an in-house creative team for an international premium beauty brand. Before that, seven years as Creative Director at DDB Remedy London, running creative teams on global healthcare accounts for Bayer, Pfizer and Gilead. At MullenLowe Vietnam, I led a team of 12 delivering high-volume FMCG campaigns for Unilever across the region. And earlier, at Melon Rouge in Cambodia, I built and ran a creative department working with major international organisations including WHO, Helen Keller International and CARE International.

The through line across all of it: building teams that do their best work, in categories where the stakes are real.

What drives me most is how ideas scale. How a strong concept becomes a system that holds across channels, teams and markets without losing its edge.

More recently, AI has become part of the workflow. Not as a shortcut, but as a way to help teams move from brief to execution with more clarity and less friction.

Strategy first. People always. Craft throughout.