Global has announced the promotion of Luis Silva Dias to chief executive of FCB International.

The division of FCB was launched in 2013 to oversee growth and output of its operations in 62 markets, crossing Latin America, Europe, and Asia. Silva Dias, who had held the title of FCB International chief creative, has been part of this effort since joining in 2000. As a creative director in FCB Portugal, he was elevated to president and chief executive in 2005, then was named chief creative for Europe and the Middle East in 2008.Silva Dias joined FCB International in 2014, and was considered the lead architect of the agency’s global rebrand.

The new chief said in a statement: “Wherever the market is evolving to, we cannot forget that we are a specialist, added-value industry, not a commoditised service – we are what we do, we create a product that grows our clients’ businesses and value – and thus determines our own. That will be my focus and the challenge I will share with our amazing talent, from all around the world.”

Silva Dias replaced Sébastian Desclée, who has been promoted to be chief executive at FCB’s new global content production arm, FuelContent

Carter Murray, FCB Worldwide’s chief executive added: “Having one of our top, beloved creatives now leading our international operations is another testament to our focus on putting creativity at the core of all that we do as a network. Luis has been a strong champion for pushing our work to new heights and I know he will continue to take us even further in this new role.”

FCB’s last notable hires leading up to Silva Dias’s promotion include the hiring of Marisa McWilliams and Evelyn Hsu in corporate communications roles, and of Joerg Hempelmann as FCB Europe’s first president. The IPG agency had also recently announced the expansion of a new branded content offering, FCB&Fire, from its 300-staffer Latin America