Singapore – McCann’s Singapore office has appointed Rajiv Jayaraj as general manager, handing him a dual brief that also places him at the helm of McCann Content Studios, the agency’s integrated social, content, production, and influencer unit.
Based in Singapore, Jayaraj will help steer the agency’s shift toward what executives call a social-first, always-on marketing model—a structure designed to keep brands active across digital platforms rather than relying solely on big campaign bursts.
The hire lands as agencies across Asia-Pacific scramble to keep pace with brands shifting budgets toward social media and creator-led marketing.
Jayaraj brings 18 years of experience across creative, media, and production roles. Over that time he has worked on regional social programmes for brands including Lego, Spotify, and Merck & Co.’s MSD division.
His portfolio also stretches into entertainment partnerships across Asia, including projects linked to Asia’s Got Talent, The Indonesian Next Big Star, and sports promotion ONE Championship.
The move comes as McCann pushes to expand its content production capabilities in Asia, where regional hubs such as Singapore increasingly coordinate campaigns across multiple markets.
A key part of Jayaraj’s remit will be scaling McCann Content Studios into a larger growth engine for the agency.
“We are thrilled to welcome Rajiv to McCann Singapore,” said Gonzalo Olivera, president of McCann Singapore. The agency is moving from reacting to briefs toward building integrated systems that can drive ongoing brand growth, he added, noting that social and always-on marketing now sit at the centre of that strategy.
Sean Donovan, president for Asia at Omnicom Advertising Group, said bringing in experienced talent was key as McCann expands its content studio offering across the region.
Jayaraj said the task ahead would be helping brands cut through the noise of crowded social feeds.
“Storytelling has always been at the centre of how I see the world,” he said. The challenge now is helping brands create material people want to watch, not simply scroll past.
The appointment follows a broader leadership reshuffle at McCann Singapore after the integration of McCann and MullenLowe Group in the local market, part of a push to bring strategy, creative, and production capabilities under a single structure in the city-state.
