Jason Tan takes helm at The Media Shop Group as COO, managing partner to drive APAC expansion

Singapore — The Media Shop Group has appointed Jason Tan as its new chief operating officer and managing partner, strengthening its leadership team as media and advertising continue to evolve rapidly across Asia-Pacific.

“I’ve spent over 15 years at the intersection of technology and creativity, helping brands navigate digital transformation across APAC,” Jason Tan, COO and managing partner at The Media Shop Group, told MARKETECH APAC. 

His appointment comes at a pivotal moment, as clients increasingly demand agility, innovation, and trusted guidance in a media landscape shaped by AI.

“The Media Shop is at a pivotal moment where clients demand both agility and innovation, and where trusted guidance is essential in a landscape increasingly shaped by AI,” he said.

He added that the timing of his move aligns with the agency’s ambition to scale its regional presence while reinforcing its leadership in Singapore.

“Joining now allows me to bring my experience in scaling regional businesses and building new agency capabilities to help TMS seize opportunities in APAC’s fast-evolving media ecosystem,” Tan said. 

“Our ambition is clear: to consolidate our position as Singapore’s leading independent agency while expanding our footprint across the region,” he emphasised. 

He also attributed his long-term goals and shared vision with The Media Shop CEO Jessica Toh and managing director Gary Tang in shaping the agency and the marketing industry’s next chapter. 

Building on this, Tan plans to embed what he describes as the “alchemy” of technology and creativity into the agency’s strategy, drawing on leadership experience from JOLT Digital and Publicis.

“My philosophy has always been about the alchemy of technology and creativity,” he said. 

He recalled, “At JOLT Digital and Publicis, I led initiatives that integrated data-driven insights with creative storytelling to deliver measurable ROI. At The Media Shop, I plan to embed this approach into our strategy—building service offerings that combine advanced analytics, AI-driven media planning, and creative innovation.”

Beyond digital capability, Tan emphasised the importance of deeper client partnerships.

“But beyond digital excellence—which has become table stakes—I want The Media Shop to be recognized as a true business partner,” he said. 

He further explained, “That means delivering simpler, smarter solutions while being deeply embedded in each client’s business, helping them not just navigate the media ecosystem but achieve sustainable growth.”

Looking at the challenges ahead, Tan sees relevance as the agency’s defining task in a fragmented media environment.

He noted that relevance is understanding both cultural context and technological shifts, “While industry conversations have been dominated by agentic AI, we must not overlook the critical importance of cultural understanding—especially in a region as diverse as APAC.” 

He added that The Media Shop’s strength lies in its ability to combine real-time data, consumer insights, and AI capabilities across media and creative to deliver solutions that resonate deeply across markets.

Culture will also be central to his leadership approach.

“My management philosophy can be summarized in three simple words–People. Power. Growth,” Tan said. 

“Taken together, they reflect my belief that people are at the heart of any business.” Drawing on his experience leading teams across the region, he added, “At Zenith, Publicis, and JOLT Digital, I learned that culture is the foundation of innovation. At The Media Shop, my goal is to build a culture where experimentation is encouraged, cross-functional collaboration is seamless, and every team member feels genuine ownership of our collective success,” he narrated.

Looking ahead, Tan hopes to help shape the agency’s long-term impact across Asia-Pacific.

“I want my legacy to be one of transformation and growth,” he said, emphasising on his hope to shape the agency as a trusted partner consistent in delivering relevance, innovation, and measurable impact for clients. 

“Ultimately, my goal is to help the Group become a benchmark for how independent agencies can lead in APAC’s dynamic media ecosystem,” Tan concluded.