dentsu APAC announces two key leadership promotions to build insight-led strategy offering

Singapore – Dentsu Asia-Pacific has announced two significant leadership promotions as part of its continued push to strengthen insight-driven, strategic solutions across the region. Mimi Lu has been named head of insight and intelligence for APAC, while Richard Reid steps into the role of head of media strategy for APAC.

The appointments come as dentsu sharpens its focus on delivering more connected and commercially impactful solutions to clients by embedding intelligence and creativity at the core of its operations.

Lu, who previously led the media strategy team for APAC, brings over a decade of experience in strategy, brand, and communications. In her newly created role, she will lead the development of insight products across media, creative, and customer experience management (CXM). Working closely with the APAC Product & Development team, she will focus on embedding intelligence across planning disciplines and activating insights through regional partnerships.

“Insight and intelligence are no longer just support functions – they’re strategic growth drivers,” said Lu. “The opportunity to work across creative, media and CXM gives us a unique platform to deliver ideas that are both human and high-performing.”

Reid, meanwhile, takes on the new role after four years as integrated strategy partner, solutions APAC. His tenure has included expanding dentsu’s relationship with Heineken, contributing to Toyota’s award-winning Olympic campaign, and driving the regional rollout of BX, the network’s business transformation offering.

In his new position, Reid will oversee the media strategy function across dentsu’s media brands – Carat, iProspect, and dentsu X – with a focus on infusing creative thinking into planning, accelerating new business growth, and strengthening strategic capabilities across the network.

“It’s a privilege to take on this role at a time when the future of media demands bold thinking, creative curiosity and strategic clarity,” said Reid. “I look forward to helping brands unlock more effective, insight-led growth by connecting media strategy to culture, creativity and commerce.”

Commenting on the promotions, Clay Schouest, chief strategy officer APAC at dentsu, said, “We are building a culture where strategic thinking is deeply connected to intelligence and creativity. Mimi and Richard are proven leaders who have helped shape how we deliver meaningful growth for clients. Their progression reflects our commitment to nurturing talent from within and creating pathways for leaders to thrive.”

Both Lu and Reid will report to Schouest and continue to be based in Singapore. Their appointments are effective immediately.