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Digital marketing agency Tug appoints Karen Soo as MD of new SG office

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Singapore – Digital marketing agency Tug has appointed former head of Reprise Digital, Karen Soo, to be its new managing director for its recently opened fifth international office in Singapore.

Tug, which has offices in Sydney, London, Toronto and Berlin, is a specialist in performance media and uses a smart combination of data, media, content and technology to deliver improved return on investment for brands. The decision to launch in Singapore follows expanding remits from existing and demand from prospective clients for a new approach to digital marketing.

In her new role, Soo will be driving new business across SEA, targeting key categories including software, insurance, and finance. She will also be overseeing Tug’s current portfolio of work and building the agency’s team on the ground.

Soo is an award-winning digital business leader, and has helped clients maximise their performance marketing, across media, content, data, and tech. Aside from her previous role at Reprise Digital, Soo has also served five years as the digital director at OMD, as well as digital-focused roles at Starcom, Mindshare, and ZenithOptimedia in Singapore and China.

Commenting on her appointment, Soo said, “Marketers in the region demand measurability and accountability in their performance media spend and Tug works with leading brands around the world delivering on that. Now we will do the same in South-East Asia. I’m looking forward to building the business across the region and growing the team, presenting a real, effective and integrated alternative to what currently exists.”

Meanwhile, Nick Beck, founder and CEO at Tug, noted that they see tremendous opportunity for a performance media specialist in Asia that effectively uses data, media, content, and technology, to deliver better outcomes for marketers. 

He further shared that the industry is still in its relevant infancy here and there continues to be a large number of operators that make big promises but consistently fail to deliver. Having already built a small portfolio of clients, and following their request for the agency to create a permanent presence, they have recognised the time is right for Tug to bring their many years of global experience to Singapore and the wider SEA region.

“I’m delighted that Karen Soo has joined us to realise our ambitious growth plans. She is a highly respected and proven leader who understands the market and how to optimise Tug’s expertise to maximum effect for our partners. We want to be the best global digital agency and establishing a base in Singapore, joining our offices in Sydney, London, Toronto, and Berlin, is a key step in achieving that,” said Beck.

Most recently, Tug has been tapped by entertainment company Merlin Entertainments to manage search engine optimisation for SEA LIFE Sydney Aquarium and drive customer growth.

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