NEW YORK — Lippe Taylor Group has tapped VMLY&R’s Craig Elimeliah to serve as the agency’s chief creative officer.

Elimeliah will lead creative operations across Lippe Taylor Group, overseeing all aspects of creative output, and help shape the strategy and direction of the agency’s campaigns. He replaces Tina Cervera, who was in the role for five years before leaving the agency in October.

Before Lippe Taylor, Elimeliah spent more than seven years as YMLY&R’s executive creative director and, in the last year, chief experience design officer. While there, he oversaw campaigns for clients such as T- Mobile, New Balance and Legoland.

”Lippe Taylor Group has grown dramatically over the past few years as clients have shifted in the direction of our frictionless, earned marketing approach,” said CEO Paul Dyer. “Having the right Creative leader who can build on this foundation is essential to our next phase of growth, and Craig is absolutely that leader.”