Singapore – Merkle B2B, the B2B arm of dentsu’s customer experience agency Merkle, has announced the appointment of Min Zie Liyu to the role of executive creative director for APAC. Based in Singapore, Min Zie will oversee Merkle B2B’s creative work with key clients in the region. 

Min Zie brings a wealth of experience and expertise in the creative space to the role. His career spans over two decades across advertising, communications and design in Japan and Singapore. He has previously worked at Bates Singapore, Bates141 Japan, OgilvyAction Tokyo, JWT and Wunderman Thompson

He has also previously led the creative strategy on major brands including HSBC, Changi Airport, Audi Japan, Lazada, Unilever, Johnson & Johnson, Housing Development Board, Kellogg’s, Heineken and Nokia. During his career, Min Zie has won almost 80 industry awards, including at Cannes, Ad Fest, One Show, Mob-ex, as well as JWT Singapore’s first Gold Effies and Media Grand Prix for SilkAir. 

Dentsu International shared that Min Zie’s expertise lies in crafting brand experiences that create lasting value and driving creativity that leverages insightful data and technology.

Farrokh Madon, chief creative officer of Merkle B2B for APAC, said, “Min Zie is an incredibly passionate creative talent. His creative storytelling leveraging data and tech have won accolades and [is] recognised worldwide. We are delighted to have him join Merkle B2B and bolster our strong creative team.” 

Min Zie himself commented, “I am excited to work with the talented team at Merkle to help companies create well-crafted and profoundly engaging customer experiences through creativity that leverages expertise in insightful data and tech empowerment.” 

Singapore – Dentsu International APAC welcomes the new year with a bang by unveiling its new CEO for its media relations, Prerna Mehrotra.

Mehrotra is currently the managing director of the network’s Media Group at Singapore and will be taking on the new role alongside her existing position.

Prerna will be responsible for driving Dentsu’s global media strategy and delivery in APAC, ensuring its alignment and relevance in the market with “client-centricity at the core,” to develop an integrated portfolio of tools and capabilities aimed at maximizing the effectiveness, relevance, and performance of clients’ media.

For the new role, she will be reporting to Ashish Bhasin, CEO of Dentsu APAC, and Peter Huijboom, global CEO of Media & Global Clients.

Bhasin shared in a press release that Mehrotra was a clear candidate for the role, having joined the business in 2016.

“She has gone from strength to strength excelling in roles across investment and media. This integrated view across our media portfolio and her acumen of over 20 years set her apart from the rest,” he said.

Meanwhile, Huijboom commented, “I am delighted to have Prerna join my leadership team and drive Dentsu’s media strategy in this critical region. Her experience in key markets including India and China and her long-standing client relationships will ensure we continue to drive value, and excellence in everything we do.”

On her appointment, Mehrotra said, “The media landscape in this region has never been more complex. Over the past eight months, consumers’ expectations of what brands produce and how they behave have changed rapidly, and it will only continue. I am excited to be working with top talents from across our markets to create growth opportunities and long-term value for our clients.”