Tag: agency

In Asia’s fast-evolving communications landscape, there’s no single formula for agency leadership. What’s needed is a rare blend of adaptability, optimism, and entrepreneurial drive—qualities that help leaders thrive amid shifting market dynamics and rising client expectations.

For David Ko, managing director of Ruder Finn Interactive Asia (RFI Asia)—the regional innovation and digital arm of Ruder Finn—that mindset defines his approach. It’s a leadership style equally grounded in navigating the cultural complexities of local markets and confronting the seismic changes reshaping the global agency model.

In this edition of Agency Leadership Decoded, MARKETECH APAC speaks with Ko about navigating cultural complexity, empowering teams, and why the agency model, in the face of AI and client transformation, must reinvent itself or risk extinction.

From founder to network leader: scaling agility with structure

Before joining the Ruder Finn network, Ko had built Daylight Partnership into a standout digital agency. When it was acquired, the shift from founder to regional leader marked more than just a change in title—it became an opportunity to scale his impact without losing the entrepreneurial edge that defined his leadership.

“Transitioning taught me the value of blending entrepreneurial agility with the resources and structure of a larger organisation,” he said. “As a founder, you learn to move fast, take risks, and wear many hats. The biggest lesson? Culture is everything. You need to preserve the innovative spirit that made your company successful, even as you leverage the reach of a global network.”

That experience also gave Ko perspective on the contrasts between running a boutique firm and leading within a large agency ecosystem—especially at a time when rapid technological shifts are rewriting the rules of the industry.

“For the first time in history I believe the agency model is under serious threat, and whether our industry survives very much depends on how well we can adapt and thrive,” he said.

Against this backdrop, Ko’s leadership focuses on trust, empowerment, and innovation from within.

“I focus on building trust, encouraging initiative, and ensuring our people have the freedom to innovate. This optimism and belief in our team’s potential, combined with a practical approach to problem-solving, have allowed us to deliver strategic counsel that’s both locally relevant and globally competitive,” he added.

Leading across cultures through autonomy, mentorship, and empowerment

Operating in Asia’s fragmented landscape means no two markets—and no two teams—are the same. For Ko, effective regional leadership begins with cultural respect and clarity but is ultimately built on trust, autonomy, and shared purpose.

“It starts with recognising that each market has its own way of working, and every team member brings something unique to the table,” he shared. “I’m a strong believer in developing talent from within and giving people the autonomy to lead in their own style.”

At RFI Asia, empowerment isn’t just about handing out responsibilities—it’s about creating the right conditions for people to take ownership, take risks, and thrive. Ko avoids micromanagement in favour of mentorship, fostering an environment where ideas can flow freely and individuals are encouraged to grow into their strengths.

“In practice, empowerment at RFI Asia means identifying each person’s strengths and giving them opportunities to lead projects, experiment with new ideas, and learn from failure without fear,” he said.

That commitment extends to investing in training, supporting cross-market collaboration, and championing initiative at all levels. “I make it a point to be a cheerleader—if someone wants to try something new or take on more responsibility, I’ll back them up.”

The result is a team that’s united by purpose but flexible in approach—capable of delivering for clients across diverse markets, while building a culture of trust and continuous growth from within.

Tech-enabled storytelling: beyond good content

With AI, immersive platforms, and dark social channels redefining how people interact with content, Ko sees the future of storytelling as deeply personalised and experience-led.

“Tech-enabled storytelling is no longer just about formats—it’s about creating experiences that are personal, interactive, and memorable,” he explained. “AI lets us tailor content in real time, but the difference between ‘good content’ and truly immersive storytelling is emotional resonance.”

According to Ko, what makes stories stick isn’t just technology—it’s originality and authenticity. At RFI Asia, that means crafting ideas that can live across multiple ecosystems—while staying anchored in human insight.

“Immersive stories invite the audience to become part of the narrative, not just observers. “It’s about using tech to deepen engagement, not distract from the message,” he emphasised. 

Agency evolution: consultative, cross-disciplinary, and client-first

As clients in Asia demand more strategic value at faster speeds, Ko believes agency networks must evolve beyond traditional service delivery to become truly consultative and tech-empowered.

“Clients want partners who can move fast, offer actionable insights, and deliver integrated solutions across markets,” he said. “That means investing in AI, data analytics, and cross-disciplinary teams—but also doubling down on local creativity.”

While in-housing and AI pose undeniable challenges to the traditional agency model, Ko is optimistic about the future—provided agencies adapt with purpose.

“The qualities that make agencies indispensable haven’t changed: fresh perspectives, diverse skill sets, scalability, and industry best practices,” he said. “At the end of the day, clients want partners who are in it with them—not just to deliver, but to co-create.”

Despite what he describes as a looming “tsunami” in the form of AI and business transformation, Ko remains confident in the resilience of people-led agencies—especially those willing to evolve.

Australia – electriclime° has signed director Keane Pearce Shaw for exclusive representation across Asia and Australia-New Zealand (ANZ), adding to its roster a filmmaker known for high-energy, visually distinctive storytelling.

Shaw brings a kinetic, character-driven approach to filmmaking, often blending comedy with striking visual elements. He has earned a reputation for capturing high-pressure performances within tight timeframes, consistently delivering work that feels authentic and dynamic.

Beginning his career in music and entertainment as a talent liaison for MTV, Shaw transitioned into directing and has since worked with global brands including Nike, Adidas, and Knorr. His portfolio also includes nearly a decade of experience collaborating with high-profile athletes such as Lionel Messi, David Beckham, and Cristiano Ronaldo.

Shaw describes his creative process as rooted in exploration and play. He views his move to electriclime° as a natural alignment with his visual style and interest in the energy and diversity of the Asia-Pacific region.

Describing his directing style as “like drinking 12 espressos in a row”, Shaw brings a high-energy, fast-paced approach to filmmaking as he begins working on projects across the region with electriclime°.

“All of my best ideas come from being silly. I love diving into rabbit holes and finding humour and beauty in unexpected places. When everything clicks on set and you’re seeing those crazy ideas come to life—there’s nothing better,” he said.

Shaw added, “I’m always fascinated with the eastern hemisphere—from the vibrant colours to gritty backdrops, there’s so much visual personality to tap into. It fits how I shoot and think.”

India – After more than two decades in India, Cheil India has transitioned into the Cheil SWA Group, reflecting a strategic evolution into an end-to-end marketing solutions provider. The transformation includes a new group structure and leadership appointments.

Founded in 2003 as Samsung’s dedicated agency, Cheil has evolved into a full-service marketing group with a broader client portfolio. Its transformation into the Cheil SWA Group follows years of organic growth and strategic acquisitions, positioning it at the intersection of creativity, technology, and business strategy.

The restructured group comprises seven specialised units—Samsung Business, Cheil X, Experience Commerce, CYLNDR, NewRx, Digital Media & Influencer Marketing, and Cheil GDC—each offering expertise across areas such as creative marketing, digital transformation, performance marketing, content production, retail design, influencer engagement, and technology solutions. This integrated model is aimed at addressing the increasingly complex needs of modern businesses.

With this shift, Cheil SWA Group is also positioning itself as a destination for top industry talent. The realignment breaks down silos between marketing disciplines, offering clients a more streamlined and coordinated approach.

Carlos LimSeob Chung, president and CEO of Cheil SWA, will lead the newly restructured Cheil SWA Group. Jitender Dabas, recently appointed CEO of Cheil X, will oversee the group’s agency operations. Meanwhile, Mandeep Sharma steps in as COO of Cheil India, with a mandate to strengthen customer experience and build out CRM capabilities across the marketing value chain.

“Our transformation into the Cheil SWA Group marks a significant milestone in our journey. Each company within our group is driven by a commitment to innovation and excellence, allowing us to offer comprehensive solutions to our clients. We are excited about the future and confident that our expanded capabilities will enable us to achieve even greater success,” Chung explained.

He added, “Today’s marketing landscape demands integrated thinking and specialised execution. Our transformation into Cheil SWA Group is a natural evolution of our capabilities, allowing us to offer clients seamless access to world-class expertise across every touchpoint of the consumer journey.”

Indonesia – As part of its expansion in Southeast Asia, Havas has formed a strategic alliance with Indonesia-based independent agency Moonfolks, uniting Havas’ media expertise with Moonfolks’ integrated and digital marketing capabilities. 

Operating as ‘Havas Moonfolks,’ the partnership will offer a range of services, including traditional and digital advertising, social media, programmatic buying, performance marketing, creative development, and brand strategy. The collaboration aims to streamline media and creative efforts, enhancing the effectiveness and relevance of brand campaigns.

The alliance also reflects Havas’ broader strategy of integrating talent, capabilities, and platforms to streamline media and creative services. The partnership aims to enhance brand solutions by leveraging data, media, and creativity.

Additionally, the collaboration will introduce Havas’ proprietary tools and services, including Havas Market (eCommerce), Havas Play (Content & Activation), and CSA (Data & Tech), to the Indonesian market.

Effective January 6, 2025, Havas’ media team has integrated with Moonfolks, officially launching operations under the Havas Moonfolks brand.

Moonfolks will continue to operate as an independent creative and integrated agency under the leadership of its founder, CEO, and president director, Anish Daryani. Through this partnership, media and creative services will be integrated under the Havas Moonfolks umbrella.

Daryani will also assume the role of president director for Havas Moonfolks, bringing his industry expertise and market experience to drive growth and innovation. He will be supported by Stefanus Christofer (Steven) as general manager, working alongside Pankaj Nayak, the newly appointed president of SEA at Havas Media.

Under the guidance of Rana Barua, group CEO for India, SEA, and North Asia, Daryani and his team will have the resources and support needed to drive strategic decisions, align with regional objectives, and strengthen market growth.

Speaking about the alliance, Barua said, “Indonesia is one of Southeast Asia’s largest and fastest-growing markets, making it a strategic priority for us. This strategic alliance with Moonfolks marks a significant milestone in our growth journey and strengthens our position to lead with our Converged strategy, amplifying our ability to deliver impactful solutions for brands in local, regional, and global markets.”

Meanwhile, Daryani explained, “The industry has created significant complexity by separating creative and media functions into different agencies. I’ve witnessed firsthand how disconnected these teams can be, even when working on the same client or within the same holding company.” 

He added, “By uniting creative and media, we are leading the charge in challenging the traditional approach, bringing integrated agency teams together to solve business challenges for our clients. This collaboration provides a proven model that combines creative content, effective distribution, and a higher ROAS for brands. Through this alliance, we have completed our integrated model, allowing us to accelerate commerce for our clients in a way that truly drives results.”

Sydney, Australia – Advertising agency DDB Sydney has just announced the appointment of Rupert Price as its new chief strategy officer.

As the new chief strategy officer at DDB Sydney, Price will lead the planning department in its sharp focus on effectiveness delivered through the power of emotionally charged creativity across clients such as Westpac, Volkswagen Group and McDonald’s.

With a 25-year career background in agencies across London and New Zealand, Price has spent the last 12 years as DDB Group Aotearoa’s chief strategy officer and will now continue his momentum in Sydney.

In his time at DDB Group Aotearoa, Price has been instrumental in the agency’s success, with numerous accolades and achievements ranging from Cannes Gold Lions to a coveted D&AD Black Pencil. In addition, he has steered the agency to four NZ Effies Agency of the Year titles, as well as winning many effectiveness awards at both regional and global shows.

During his career, Price has also worked with Interbrand as director of strategy, head of planning at Ogilvy NZ and Ogilvy London and was board planning director at Saatchi & Saatchi London.

Speaking on his appointment, Price said, “It was a tough decision to leave the agency I’ve called home for the last 12 years but the opportunity to work with the Sydney team to continue their trajectory was too good to pass up.”

Meanwhile, Sheryl Marjoram, CEO at DDB Group Sydney, commented, “I couldn’t be happier to have Rupert joining the team. We’ve long been admirers of his impact and momentum across the Tasman and it’s always a special moment to be able to recruit much loved and respected DDB’ers within the network. His passion, commitment and results speak for themselves and I can’t wait for everyone to see what’s next for DDB Sydney.”

Singapore – WATATAWA, a WE Communications company, has just recently announced the appointment of Stephen Robertson as managing director, effective immediately.

In his new role, Robertson will now oversee WATATAWA’s day-to-day operations and management of the business, while strengthening the agency’s footprint in Singapore and across Asia-Pacific.

He will be reporting to Nitin Mantri, regional executive managing director at WE Communications APAC.

Robertson succeeds Simon Pangrazio, who has decided to step down after 14 years and has been supporting the leadership transition. He will be leaving the firm on July 5. 

“Stephen is a leading strategist, client counsellor, and trusted voice in the industry,” said Mantri. “This succession has been long planned, and under Stephen’s leadership the agency will only continue to evolve, with WATATAWA’s clients in the very best hands.

”Speaking on his own appointment, Robertson said, “I am grateful for the opportunity to lead WATATAWA and maintain the high bar that Simon has set. It has been a privilege to work closely together over the decade and to develop a business and consulting model that is as relevant to our clients as ever and encourages and engages our people.”

Meanwhile, Kass Sells, CEO, international at WE Communications, commented, “This transition is a passing-of-the-torch moment to the next -generation of leadership and an example of how WE invests in and develops our leaders from within. A long-time business partner to Simon, Stephen is a seasoned communications professional who knows the market, our people and our clients, with a strong vision for the future of WATATAWA.”

Singapore – Global independent marketing and communications firm FINN Partners has announced the promotion of Joshua Wang to associate vice president, brand & market intelligence for Asia Pacific.

The promotion, which expands FINN’s regional bench and capabilities across offices, helps position the group for long-term growth in APAC and expands on its client service capabilities.

In his new role, Wang is responsible for leveraging research, data analysis and strategic insight to drive revenue growth, bolster thought leadership initiatives, and foster innovation for FINN and its clients.

Speaking on his promotion, Wang said, “In today’s landscape, clients are navigating tremendous shifts. They rely on us to serve as trusted advisors, delving into their challenges and providing strategic counsel. At the foundational level, the value and brilliance of effective brand strategy is in enabling them to achieve a consistent and recognizable identity, one that enables them to stand out from the crowd.”

Meanwhile, Naeema Ismail, managing partner at FINN Partners Singapore, commented, “Joshua lives and breathes client strategy and intelligence for brands and excels at directing programs that require evaluation from multiple angles. Using research to develop strategies that contribute to clients’ bottom lines, while expanding our offerings and supporting the growth of our advisory and consulting program, we’re further able to enhance our work with data-driven insights that drive business impact.”

Singapore – AI-powered adtech company Smartly has recently announced the appointment of Bertilla Teo as CEO for the Asia-Pacific (APAC) region.

Her appointment underscores Smartly’s goal of helping advertisers succeed in a complex digital ecosystem with increasing fragmentation of channels, changing privacy regulations, and the need for efficient budget allocation across diverse markets.

Bringing over 20 years of experience in advertising, Teo boasts a proven track record of success in APAC. Prior to this role, she served as CEO of Publicis Groupe, China, where she focused on client acquisition and implementing the “Power of One” model, gaining numerous accolades for her performance within the industry.

Speaking on her appointment, Teo said, “I’m thrilled to lead Smartly’s APAC growth journey at this pivotal time. The region presents a unique landscape with varying levels of tech adoption and active digital users in highly fragmented environments.”

“Smartly’s AI-powered solutions are perfectly positioned to empower brands to navigate these complexities and achieve brand performance and growth. Together with our partners, we will unlock the full potential of growth for our customers,” she added.
 
Meanwhile, Laura Desmond, CEO at Smartly, commented, “Over the past year Bertilla has played a key role in establishing Smartly as a formidable adtech company and partner in the region. Having a robust business in APAC truly distinguishes global adtech companies, and given our recent momentum, Bertilla is the right leader to take Smartly, our partners and our clients to the next level.”

Singapore – Interpublic group agency Golin has announced the appointment of Rafidah Rashid to the newly created role of group managing director across its Singapore operations.

In her new role, Rashid will be working across Golin’s agency brands, providing centralised leadership and strategic direction.

Prior to her appointment, Rashid has a proven track record of success at Interpublic Group brands, as she commenced her public relations career in the corporate and financial sector before instigating her path at DeVries Global Singapore, which she has led since 2017.

Most recently, Rashid was also appointed co-lead of the agencies’ Asia Pacific Diversity, Equity & Inclusion Council.

Speaking on her appointment, Rashid said, “As a leader, my mission is to champion industry-first innovations for brands, while empowering our people to reach their full potential. I am excited to lead our talented teams to fulfilling career growth, fostering client success and even greater industry excellence.”

Meanwhile, Darren Burns, president at Golin Asia Pacific, commented, “I’m so happy to appoint Fidah to this role,” said Burns. “Her unmatched energy for innovation, ability to build a vibrant culture, and her unique blend of experience, make her perfect for this role. Under her leadership, we are evolving a new era that builds off our sustained success in Singapore.”

Singapore – Independent full-service agency Leverate Group is proud to announce the appointment of Monica Hynds as its managing director for Singapore.

In her new role, Hynds will focus on strengthening and growing the full range of Leverate Group’s services, including all-round media services, creative brand communication, and martech.

Prior to joining Leverate Group Singapore, Hynds took on the role of general manager at DDB Group Singapore and, before that, regional director APAC of Hogarth Worldwide. She was also previously at BBDO Singapore as managing director and held the position of head of agency at Spark 44 for Jaguar Land Rover APAC between 2017 and 2020.

A seasoned brand and business professional, Hynds worked with several leading global agency networks such as We Are Social, Ogilvy & Mather, and J. Walter Thompson. With over 20 years of industry experience, she is well-equipped to guide Leverate Group on its journey toward becoming an industry leader that serves clients with global expertise, executed locally.

Speaking on her own appointment, Hynds said, “Singapore is a strategic hub for Leverate group, our clients, and our partners. We are here for one reason only: To fuel and elevate our clients’ business growth with our holistic capabilities under one house. I look forward to speaking to all our clients very soon!”

Meanwhile, Marlina Lim, CEO of Leverate Group, commented, “We believe in Monica’s leadership and her ability to not just build brands for our clients, but also transform their businesses. I am excited to extend Leverate’s excellent and game-changing work across the region with Monica.”