Tag: Appointment

Singapore – Zendesk has named technology industry veteran and customer experience expert Mitch Young as its new senior vice president for Asia Pacific, tasking him with spearheading the company’s growth across the region’s dynamic markets. 

Effective immediately, Young will lead Zendesk’s growth strategy across the Asia Pacific region, overseeing key markets such as Australia, India, Japan, Singapore, and beyond. 

Before joining Zendesk, Young held leadership roles at IBM and most recently at ServiceNow, where he successfully led the Asia Pacific region for nearly six years before taking a sabbatical.

Based in Melbourne, Young brings extensive experience in regional leadership roles. His career has taken him to Singapore and Shanghai, where he managed business growth across both mature and emerging markets in the APAC region.

Zendesk plans to leverage his vast knowledge of the region’s markets to build on one of the fastest-growing regions for the company. 

Speaking on his new role, Young shared, “This is a time of massive opportunity for us at Zendesk. As the company delivering the most comprehensive suite of AI-powered CX solutions, we are at an exciting inflection point. This aligns well with the macro opportunities in APAC, the region that is poised to deliver exponential growth in the global economy.” 

“I am excited to be here and work with our teams to support APAC businesses as they position themselves to take advantage of these growth possibilities,” he added. 

Zendesk supports brands in financial services, retail, and manufacturing across the APAC region, which is also home to engineering hubs in Melbourne and Singapore that drive global product development. Recently, the company released its CX Trends report, revealing that APAC leaders who embrace AI are 172% more likely to achieve high ROI, while 72% of consumers expect more personalised service.

Commenting on the APAC landscape, Young said, “What I find most exciting about the CX space, at this time particularly, is how AI is enabling efficiencies and productivity gains across the board. Eighty-two percent of agents in APAC believe that having an AI copilot would help them do their job better. We’re partnering with businesses whose impetus is retaining and growing their customer base, amid growing economies but also growing competition.” 

Malaysia – Tune Talk, a mobile virtual network operator, has appointed Bernard Chong as its chief marketing officer (CMO), leveraging his leadership skills to mold the brand’s growth.

As Tune Talk’s CMO, Chong will oversee the marketing, product, loyalty and insights team.

Chong has previously held multiple leadership roles. He previously served as Foodpanda’s marketing director and Zenyum’s country general manager. Through these roles, Chong has contributed to the companies’ growth in the market while forging partnerships.

Additionally, Chong has also worked with SEEK, Citi, and Accenture, specialising in advanced analytics and digital transformation.

Chong joins with comprehensive experience in B2B and B2C markets, setting him up to deliver Tune Talk’s goal of expansion while continuing to provide for its customers’ needs.

“I am thrilled to join Tune Talk at this pivotal moment in its evolution. My focus will be on delivering exceptional value to our millions of subscribers while strengthening their loyalty and engagement. Our goal is ambitious yet achievable: to double our subscriber base by 2025 through innovative strategies and customer-centric solutions,” Chong said.

South Korea – Global omnichannel media agency Assembly has announced the promotion of Vivian Mok to senior vice president and managing director for North Asia, where she will drive the agency’s strategic expansion and growth in the region.

Mok has been with Assembly since 2018, previously serving as General Manager in Korea. During her tenure, she played a key role in driving the agency’s growth by reimagining its services to better align with local market needs.

Under Mok’s leadership, Assembly Korea has evolved from a performance-focused agency into a data- and tech-driven, omnichannel powerhouse, now staffed by nearly 100 marketing professionals and offering a broad range of services, including media and business consultancy.

In her expanded role, Mok will spearhead the agency’s strategic growth and expansion across Korea and Japan, reporting directly to Richard Brosgill, CEO of Assembly APAC.

Mok’s appointment comes as Assembly’s North Asia region aims to make significant strides in the market and strengthen its proposition to drive growth and innovation for clients and brands.

“North Asia is one of Assembly’s most dynamic and strategically important regions. Vivian’s vision and capacity to challenge the traditional agency model in this highly nuanced market has already made a lasting impact and will pave the way for more strategic client and business partnerships. We are thrilled to have her take on this new position,” Brosgill said. 

Speaking on her appointment, Mok shared, “The North Asian market has been extremely resilient and has shown a promising shift over the past year as consumer confidence recovers. Our expansive global network and media expertise position us perfectly to help brands realise their local and international ambitions. I am excited to take on this new role.”

As Assembly heads into 2025, the North Asia region will play an increasingly pivotal role in the company’s global strategy. Mok’s promotion is part of a broader initiative to invest in the business, attract top talent, and drive innovation across its portfolio of global clients, including WeWork, Moncler, Gentle Monster, and more.

Singapore – Socially-led creative agency We Are Social Singapore has named Caroline So as its new head of account management, tasking her with driving client growth, leading new business development, and enhancing operational models to strengthen the agency’s service delivery.

Relocating from Shanghai, So brings over 20 years of experience managing blue-chip accounts and leading high-performing teams across Hong Kong and China. Her career spans renowned agencies such as Monks, DDB, Lowe, and McCann, where she held various senior leadership positions at both global networks and independent firms.

Additionally, So brings extensive experience working with clients across diverse industries, including FMCG, retail, beauty and personal care, automotive, and technology. Throughout her career, she has collaborated with globally recognised brands such as Burberry, Tiffany & Co., PayPal, Volvo, AB InBev, Estée Lauder, L’Oréal, Nestlé, and Unilever.

In her new role, So will lead the agency’s account teams, drive organic client growth and new business development, and design strategic operating models to enhance the delivery of We Are Social’s core services to its clients.

She will report directly to Nai Yen Wang, managing director of We Are Social Singapore.

Commenting on the appointment, Wang said, “Having previously worked with Caroline before, I know she is an incredibly effective operator and team leader. She has a proven track record for fostering strong client relationships, driving new and organic growth, and bringing a wealth of experience, especially in beauty, retail, and social commerce. We are delighted to have her join the We Are Social family.”

Meanwhile, speaking on her new role, So said, “Not only was I drawn to We Are Social’s position as a leader in socially-led creativity, but also its deep innovation expertise helping clients navigate the rapidly evolving world we live in. It is great to be able to work with Nai Yen again as well as the broader agency team and our exceptional clients.”

Shanghai, China – McCann Worldgroup China has announced that Jacqueline Wu will rejoin the agency in a dual role as president of operations for McCann Worldgroup China and CEO of Craft China, its production studio, effective immediately.

Wu previously served as managing director of Craft China, where she spent nine years building and leading the team, before transitioning to Wunderman Thompson (VML) for the past three years.

As Wu rejoins the agency, she will focus on boosting operational efficiency, driving business growth, and spearheading innovative production solutions. With a proven track record in leading and managing complex business operations, she is uniquely equipped to deliver both efficiency and innovation for the agency.

Throughout her career, Wu has worked with a diverse range of clients, from top-tier international brands to leading local enterprises. Her impressive client roster includes L’Oréal, KFC, General Motors, Coca-Cola/Sprite, Princess Cruises, J&J, Qingdao, and Richemont Group.

Speaking on her appointment, Wu stated, “The achievements of the past would not have been possible without McCann Worldgroup and Craft’s advanced management philosophy and collaboration with regional leadership. I am very much looking forward to the opportunity to work with Carter and Melissa again. They are not only my long-time colleagues but also dear friends. With their support, we can elevate McCann Worldgroup and Craft to new heights and achieve even greater success together.”

Meanwhile, Carter Chow, CEO of McCann Worldgroup Greater China, commented, “With Jacqueline’s wealth of experience, she will immediately be tasked to develop new and innovative capabilities for Craft, setting competitive industry benchmarks across all aspects of content production. At the same time, Jacqueline will lead the group’s operations team to enhance integration and operational efficiencies, leading to long-term growth for our clients.”

“China is one of our most important markets as it demands high-quality localisation, which requires tailoring not only the language but also cultural values, aesthetics, and a deep understanding of their unique digital ecosystem. This can only be achieved through strong local expertise in creative production,” added Melissa Chan, regional managing director of Craft Asia Pacific. 

Hong Kong – Publicis Groupe Hong Kong has bolstered its creative leadership by appointing João Braga as its global executive creative director, bringing his extensive global expertise and award-winning track record to the team.

In his new role, Braga will work closely with Christopher Lee, chief creative officer at Publicis Groupe Hong Kong, and report to Tom Kao, CEO of Publicis Groupe Hong Kong.

Braga, an internationally acclaimed creative leader, brings two decades of experience spanning four continents to enrich Publicis Groupe Hong Kong’s diverse creative teams and global client portfolio.

Originally from Brazil, Braga has built a distinguished career across São Paulo, Lisbon, Singapore, Bangkok, and Sydney, skilfully navigating local market nuances and creating work celebrated over 300 times at prestigious global awards, including Cannes Lions, One Show, D&AD, and the Effies.

Commenting on the appointment, Kao said, “Over the past two years, Publicis Groupe Hong Kong has enjoyed incredible momentum. Now is the perfect time to elevate our team and keep driving results for our clients through world-class creativity. With Joao’s ability to bring different backgrounds, skills, and perspectives into the room to create unexpected business solutions and Chris’ infectious energy and passion for ideas, Publicis Groupe Hong Kong will continue to be an unstoppable creative force in our region.”

Lee added, “Joao and I share the same vision to elevate the work here in Hong Kong so that it will be noticed on a global stage. With his experience and pedigree, we’ll create an environment that nurtures our teams to continue creating big ideas that can burst into popular culture. I can’t wait to show the world what we are capable of.”

With this appointment, Braga will relocate to Hong Kong after serving three years as national chief creative officer at Wunderman Thompson Australia, overseeing three offices. Prior to that, he spent six years in Southeast Asia, leading a diverse client portfolio across six markets.

Speaking on his appointment, Braga said, “There’s a real sense of opportunity, ambition, and optimism here at Publicis Groupe Hong Kong, and those ingredients combined make an incredible magnet. Tom and Chris have been doing a stellar job, so my remit is to build upon the already strong culture and impressive set of capabilities to help them shape a world-class playground for creativity and innovation out of Hong Kong. For me, this was also the perfect opportunity to partner with some amazing brands and do work that drives fame and impact at a global scale.”

Singapore – Microsoft Asia has appointed Vivian Chua as the new leader of its consumer devices and creativity retail sales division, where she will lead efforts to drive growth and enhance consumer experiences in the age of AI.

Starting December 2, 2024, Chua will lead the consumer sales, category, and channel partner marketing teams across the Asia region, including Greater China, India, Japan, Korea, Southeast Asia, and Australia and New Zealand, with a focus on driving growth for Windows, Surface, and Microsoft 365.

Alongside Microsoft’s retail partners and the broader partner ecosystem, Chua and her team will work to deliver exceptional consumer experiences that drive the shift to AI platforms, as well as accelerate cloud and subscription adoption.

Chua brings 30 years of experience in the technology industry, including more than two decades in leadership roles at HP across Asia Pacific and Japan. She has deep expertise in regional and country management, go-to-Market transformation, and category management.

Chua’s appointment follows the announcement of Su Yin Yam’s retirement after five years as Microsoft Asia’s leader of the consumer sales organisation for devices and creativity retail. During her tenure, Yam transformed Microsoft’s consumer business models across Asia, delivering seamless customer experiences. Most notably, she led the introduction of the AI-powered Copilot+ PC, the fastest and most intelligent Windows PCs to date.

Philippines – ING Hubs Philippines has recently announced the appointment of Lana Macapagal as its new head of communications, brand and marketing communications, ushering in a fresh chapter for the organisation as it strengthens its brand presence in the Philippines. 

With over 14 years of experience in branding and marketing communications, Macapagal aims to steer the organisation’s branding and communication strategies, aligning them with global objectives while harnessing local opportunities.

In an exclusive interview with MARKETECH APAC, Macapagal discussed her new role and unveiled a strategic roadmap aimed at strengthening ING’s position as a premier global capability hub and a top of employer of choice in the Philippines.

Banking on stories to boost visibility

Before joining ING, Macapagal was the PR lead for Asia-Pacific at Rakuten Viber, where she significantly influenced the company’s public relations and communication strategies throughout the region. Over her more than five years at Rakuten Viber, Macapagal also took on business development responsibilities, forging strategic partnerships with some of the most prominent and respected companies in Asia-Pacific. Prior to her tenure in the tech industry, she launched nationwide campaigns and promotions for retail brands, which she credits with honing her marketing communication skills.

For Macapagal, effective storytelling is a powerful tool in shaping a brand’s reputation. Her goal is to craft messages that deeply resonate with audiences and stakeholders, leaving a lasting and meaningful impact. 

“By making sure our stories are authentic, compelling, and newsworthy, I aim to strengthen ING’s visibility and ensure our story reaches the right people in the most impactful way,” she expressed. 

In her new role at ING, Macapagal’s top priorities include developing a unified brand strategy, driving innovative marketing initiatives, and crafting compelling narratives to strengthen ING’s stakeholder connections.

“By thoroughly understanding our audience, crafting a clear brand message, and ensuring consistent communications across all platforms, we can build a cohesive and powerful brand identity,” she shared. 

Macapagal emphasised the importance of aligning the local brand strategy with ING’s global business strategy, ‘Growing the Difference.’ Through a deeper understanding of target audiences and a focus on consistent messaging across platforms, she aims to cultivate a cohesive and powerful brand identity.

She added, “In the past years, ING has already made the difference globally. How do we leverage this and continue grow the difference locally? This is one of the exciting challenges I am happy to take! “

Turning exits into opportunities

In 2022, ING announced its decision to exit the retail banking market in the Philippines, focusing solely on its wholesale banking business and global shared services operations in the country.

According to Macapagal, she views ING’s exit from retail banking not as a challenge but as an opportunity to re-establish the brand’s identity in the local market.

“ING Hubs Philippines started with only 27 employees in 2013 and is now at over 6,000 employees by the end of 2024. While shifting away from the very first digital retail banking in the Philippines may bring in some challenges, we’re in a strong position to succeed. Our strategic focus on shared services and wholesale banking positions us for more long-term success in the Philippines,” she stated. 

Furthermore, Macapagal sees this as an opportunity to shift public perception, positioning ING not just as a bank but as a global capability hub and a top employer in the shared services industry, highlighting its strengths and values.

“While there are many well-established players in the industry, ING Hubs Philippines is rapidly catching up. ING Hubs PH has a unique value proposition for our people that sets us apart, along with a corporate culture that differentiates us from the competition,” she explained.

The company is experiencing significant year-on-year growth, both in terms of headcount and the complexity of its services. Over the past 11 years, the company has evolved from offering a few banking services to providing over 280 diverse services, ranging from wholesale banking to tech engineering, data analytics, regulatory services, and more.

“As a shared services organisation, ING Hubs Philippines is a valuable partner in enabling ING Bank’s strategy to grow the difference for customers worldwide. We want to do more business, with more customers, in more ways, with customer value and sustainability at the centre,” she said. 

“Whether it’s developing an app to be used by customers worldwide or running operations on the foreign exchange markets, our work is transforming banking as we know it, touching the lives of millions and contributing to a safer financial system and society at large. It’s a great story to tell, and I am honoured and humbled to be part of shaping how we share it with the world,” Macapagal added. 

She shared that they are now rolling out a comprehensive campaign that highlights ING’s competencies, people, culture, and value proposition for Filipino talent. Macapagal proudly shares that apart from the remarkable growth of ING Hubs PH, the company has the best work culture and people offer.

Banking on change to power the future

Macapagal believes the financial services landscape in the Philippines is rapidly evolving, driven by digital transformation. Key advancements include fintech, mobile banking, online payments, cloud computing, and data analytics, alongside the rise of virtual and hybrid work environments, all of which are reshaping how financial services are delivered.

She highlighted that these advancements present key opportunities for ING. Their strength in wholesale banking allows them to support large-scale businesses with tailored, tech-driven solutions. Additionally, as a global shared services hub in the Philippines, ING is also expanding its digital capabilities to create efficient processes, innovative services, and impactful work that contributes sustainably to society.

“By staying at the forefront of these industry shifts, ING can continue to build on its legacy and drive growth in this dynamic market,” Macapagal stated. “Trends are fleeting, and public attention will always shift to the newer, brighter, and shinier things that are fun for several minutes, until the next thing comes along. Few things are everlasting: purpose and intentions.”

Looking ahead, Macapagal shared that ING’s growth ambitions over the next three to five years are not only to be a top employer of choice but also to become a world-class talent magnet. To achieve this, ING plans to attract diverse talent from all career stages and backgrounds through a deliberate, international strategy.

She emphasised that ING will always prioritise purpose-driven branding that reflects their Orange Culture values and behaviours, ensuring it remains authentic, responsible, and honest.

“We want to attract people who feel connected to our brand and our culture and can contribute meaningfully to our purpose. Empowering people to stay a step ahead in life and in business is the brand purpose and will always be our guiding principle in everything that we do,” Macapagal concluded. 

India – Havas Creative India has been appointed as the creative agency for Eastman Auto & Power Ltd., a well-known name in solar energy, energy storage, and power electronics, to spearhead strategic brand campaigns aimed at enhancing visibility and driving growth in the Indian market.

The appointment follows a competitive multi-agency pitch, with Eastman Auto & Power selecting Havas Creative India as its creative partner to drive brand growth and boost visibility. This collaboration highlights Eastman’s commitment to expanding its presence in the Indian market, with a strong emphasis on sustainability and technological innovation.

As part of the mandate, Havas Creative India will manage Eastman’s brand communication strategy from its Gurugram office, crafting impactful narratives that showcase Eastman’s commitment to sustainability, technological leadership, and its pioneering efforts in last-mile e-mobility solutions, including e-rickshaw batteries.

The agency will also manage the media strategy for Eastman Auto & Power Ltd., employing a comprehensive, data-driven approach to expand brand reach and engagement in key markets. By leveraging data insights, Havas Media will optimise media planning and execution to drive measurable impact and boost brand visibility.

Sudham Ravinutala, chief marketing officer at Eastman Auto & Power Ltd., said, “In a series of impressive presentations, Havas emerged as the clear choice due to their bold, insightful, and value-driven approach. They looked beyond conventional creative strategies, deeply connecting with our brand’s core values and vision. With Havas, we have found a partner who not only understands our direction but is uniquely equipped to bring our journey to life in a way that resonates with our audience.”

Kundan Joshee, managing director at Havas Creative India, said, “The Last Mile e-mobility and solar rooftop solutions space holds immense potential and presents a very exciting opportunity to us. Our partnership will be aimed at delivering differentiated, meaningful work that resonates and aligns perfectly with the ambitions of a rapidly transforming, dynamic India. We look forward to creating platform-agnostic, relevant stories for Eastman Auto and Power that not just drive engagement but also make a tangible impact, helping us build a forward-thinking future, moving the needle on both brand and business.”

This strategic partnership aims to position Eastman as a leader in the global energy sector, with a focus on solar solutions, marking a key milestone in its commitment to innovation and lasting impact on India’s energy landscape.

Singapore – amp, the global sonic branding agency within the Landor group, has appointed Reiner Erlings as managing director for APAC and the Middle East, a strategic move to expand the agency’s footprint and drive innovative sonic branding solutions across these high-growth markets. 

Erlings’ leadership and expertise will empower amp to leverage the rapid digital transformation in the Asia-Pacific market, where demand for impactful and memorable brand experiences is on the rise.

With over 18 years of experience in the Middle East, Erlings is a recognized expert in sonic branding and composition. Known for crafting memorable sonic identities, his work spans sectors from airlines and government to banking and entertainment. His deep knowledge of regional music trends and sonic strategy brings a unique perspective that connects with local audiences while meeting global standards.

Erlings brings with him over 18 years of experience in the Middle East. He is renowned for his expertise in sonic branding and composition. As a specialist in creating memorable sonic identities, his contributions to brand identity are recognized across sectors, from national airlines to government, to banks and entertainment. His deep understanding of regional music trends and sonic strategy offers a unique perspective that resonates with local audiences while aligning with global standards.

“We are thrilled to have Reiner onboard as we continue our sonic efforts together in the APAC and the Middle East. Reiner’s deep experience and visionary approach to sonic branding are unparalleled, especially in markets where culture and tradition are integral to brand identity,” said Michele Arnese, founder and global CEO of amp. 

“His understanding of regional nuances, combined with our global sonic expertise, will deliver transformative brand experiences for our clients in the Middle East and APAC,” Arnese added. 

Meanwhile, Lulu Raghavan, president of APAC at Landor, commented, “As it gets more and more difficult to stand out in any category, brands will increasingly turn to multisensorial branding as a key differentiator to build strong brand identities. I’m very excited that our clients in APAC can now access world class sonic branding solutions through the expertise of Reiner and his talented team at amp.”