McCann, MullenLowe unite to form integrated creative agency in Singapore

Singapore — McCann Singapore and MullenLowe Singapore will combine to form a single integrated creative agency, operating under the McCann Singapore brand, following Omnicom’s acquisition of Interpublic. 

The move marks a strategic exception to the global realignment, which sees MullenLowe joining TBWA in most other markets.

Sean Donovan, president of Omnicom Advertising Asia, said, “This decision follows a detailed, market-by-market review conducted by Omnicom. In Singapore, the size and nature of the businesses made McCann and MullenLowe a more natural fit. The two agencies have a proven history of collaboration in pitching and client work in the market, they bring complementary strengths and share a longstanding IPG heritage. Bringing them together creates a future-ready creative powerhouse for Singapore and the broader region.”

The merged agency will offer expanded capabilities, deeper regional resources and strengthened creative leadership. 

MullenLowe contributes its established creative reputation, while McCann brings a global network and broader regional infrastructure. Together, they will deliver enhanced expertise, faster integrated problem-solving and improved cross-market support.

Teams will also gain access to Omni’s intelligence platform, Acxiom’s data capabilities and Omnicom’s connected content engine to bolster data, technology and production integration.

The two agencies have long collaborated in Southeast Asia, including on Singapore’s Ministry of Digital Development and Information’s ‘Together, for Better’ campaign and Philips’ ‘Effortless Rush Hour’ campaign in Thailand.

MullenLowe’s current leaders, Paul Soon and Gonzalo Olivera, will head the merged agency. 

Gonzalo will become president from January 1, overseeing the agency’s future direction and international clients, while leading the alignment of creative, strategy, delivery and operations. 

Paul will continue as CEO, maintaining continuity for local clients and overseeing the integration of MRM and MullenLowe Singapore Tech, alongside CRM, digital experience, enterprise solutions and AI-focused partnerships.

Brandon Cheung, CEO of McCann Singapore and Southeast Asia, will support the transition into early 2026. 

Donovan added, “Our priority right now is continuity. The two teams have worked together before, and this integration simply formalises a partnership that already existed in practice. Clients will continue to receive uninterrupted support from the senior leaders they already know well.”