Tag: Leadership

Singapore – Lee Nugent, most recently the regional director for Asia-Pacific at Archetype, has departed the agency. The agency has also confirmed the news to MARKETECH APAC when reached out to.

Archetype has also noted that Lee’s role would not be replaced, and instead its collective of local leaders across APAC will be empowered to drive regional growth, supported directly by their global management team.

Lee first joined Text100 in 2016 as its managing director for consulting and strategy for APAC, and was responsible for working with Text100’s integrated communications teams and clients across the region.

He remained with the agency during the Text100-Bite merger which will eventually lead to the formation of the Archetype agency in 2019. In his role at Archetype, he was responsible for leading over 350 talented marketing and communications consultants across the APAC region. He is also a member of the Archetype Global Management Team.

Lee has an extensive background in media and marketing, most notably him being the CEO of consultancy agency Nelson Bostock Group, which is part of the Creston Group. He headed the agency for over 19 years.

“What an adventure it’s been. I can only have thanks and appreciation for my wonderful colleagues and clients past and present who encouraged me to grow, learn and turn a two-year escapade into not too far short of a decade,” he said in a LinkedIn post.

He added, “We achieved so much together. We climbed mountains, jumped through hoops, celebrated our highs and lifted each other up during our lows. I will never forget your care and your brilliance.”

Manila, Philippines – Global beauty brand Avon in the Philippines has recently tapped Emmanuel Cruz as its new head of omnichannel. Cruz recently came from Mondelez International, where he was the e-commerce lead for the Philippines.

Aside from Mondelez International, he also previously held e-commerce leadership positions at Wyeth and Bayer, where he aided in improving the omnichannel strategies for these companies, and brick-and-mortar onboarding, digital paid media, social commerce, and performance.

In an exclusive interview with MARKETECH APAC, Emmanuel shares that he will help accelerate Avon’s online and offline retail expansion locally. 

“As we all know, Avon’s legacy has always been on relationship selling, and this entry into retail is a milestone as we make our loved Avon products more accessible to more consumers anytime and anywhere in the country,” he stated.

Creating strategies from the ground up

When asked what specific omnichannel strategies he looks forward to implementing, Emmanuel shares that he wants to create different consumer experiences in their offline and online verticals.

“In any omnichannel strategy, the shopper is always at its core. With this in mind, I’m excited to create a differentiated and meaningful offline and online experience for Avon shoppers with the right products at the right platform,”

At its core, Avon has been about direct selling to customers in real life. Its Avon sales representatives are well-known in the country for offering the latest from the company across multiple product categories, such as cosmetics, skincare, perfume, and personal care products. 

With this in mind, his statement reflects the company’s ongoing commitment to enhancing its offerings across multiple channels, as Avon continues to advance its strategic initiatives while delivering the personalised beauty experience that customers know and love.

Nonetheless, Emmanuel is determined to push through, given his past leadership experiences.

“As what I always impart to my team: First, be agile. Second, test and learn. Third, learn and scale up. Building the e-commerce businesses for Bayer, Wyeth and Mondelez from the ground up taught me these three values I carry with my new role today,” he said.

Navigating omnichannel challenges and opportunities

For Emmanuel, the biggest challenges involve both their competitors and the type of selling being done. “Competitors (both local and global brands) are becoming even tougher with pipeline innovations, campaigns and digital marketing strategies. [Moreover], platforms online [are] ever-so evolving and fast-paced. [Lastly] shoppers [are] becoming more demanding and mindful of purchases,” he stated.

Given this wide array of challenges, he then states that the opportunities for Avon lie ahead in the relationship between offline and online channels. Given that shoppers are browsing online and offline, they can be converted from online to offline as well.

This also explains why Avon in the Philippines has expanded its reach by allowing its sales representatives to go live on TikTok for greater reach while expanding its offline retail network.

A good example of this expansion is Avon’s partnership with Watsons, which kicked off with the brand’s presence in Watsons’ 500 local stores in October 2024.

“Through Watsons, we’re bringing Avon closer to customers who may not have had the chance to experience our products before. Whether you’re looking for your favourite skincare, makeup, body and toiletries, or fragrances, you’ll now find them in Watsons stores nationwide,” he said.

Emmanuel also highlighted how this partnership was a win for its representatives, stating, “This partnership is also a win for our Avon Representatives. By increasing brand visibility and accessibility, we are helping our Reps reach new customers and grow their businesses. We are committed to supporting them as they continue to be the heart and soul of our brand. We invite everyone to visit Watsons and discover the Avon products you love, now even more accessible to you.”

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An effective omnichannel strategy is crucial for augmenting direct sales by seamlessly integrating online and offline touchpoints to create a cohesive customer experience. By meeting shoppers wherever they are—whether through digital platforms, in-store visits, or personalised consultations—brands can build stronger relationships, drive higher engagement, and boost conversions. With Emmanuel on board, Avon aims to improve its standing in the Phillippine market and reach more offline and online customers.

Australia – Think HQ has announced social research specialist and business strategist, Isabel Zhang is joining its growing team. Based at its South Melbourne campus, Isabel will be Think HQ’s head of cross-cultural research. 

With over 20 years of research experience across the Asia-Pacific region, Isabel has been at the forefront of championing multiculturalism and cross-cultural in-depth understanding that amplifies the voices of multicultural communities in Australia and across borders. 

Isabel will bring a wealth of industry and sector experience spanning government, education, travel and tourism, retail, property, FMCG and financial services. Her expertise lies in empowering organisations to effectively navigate complex multicultural environments by providing invaluable insights into cultural nuances that enable strategic planning and policymaking. 

She Isabel joins Think HQ after over six years at Bastion as General Manager – Cross-Cultural Research. Following her move to Think HQ, she will continue her leadership role within the Australian Institute for Diversity in Mental Health, where she works to reshape mental health approaches to better support multicultural communities. 

At Think HQ, Isabel will sit within the agency’s Strategy & Insights team and also work closely with the agency’s multicultural communications arm, CultureVerse.

Speaking on her new role, Isabel said, “My entire career has been focused on acting as a vital bridge to help organisations, business and brands connect meaningfully with multicultural communities both here in Australia and globally. Think HQ is uniquely positioned to connect with today’s Australia, so joining a fantastic team at a truly rare agency was an opportunity I couldn’t pass up. I’m here and I’m ready to get to work!”

Meanwhile, Jen Sharpe, founder and managing director at Think HQ commented, “I’ve been admiring Isabel’s work and contributions to our industry for years. 2025 marks our 15th anniversary and I can’t think of a better way to kick things off than by welcoming Isabel to the team. Isabel is a fantastic researcher with an enviable reputation across Australia and the wider APAC region, and I know that her research pedigree and commercial smarts will make a big impact at Think HQ and the value we can offer the market.”

UK –  Former Forsman & Bodenfors CEO Toby Southgate has officially taken the helm as We Are Social’s global group chief executive officer, bringing his expertise in creative leadership to drive the agency’s global growth and innovation.

As global CEO, Southgate will lead We Are Social’s 1,200-strong team across four continents. He will work to enhance collaboration, drive growth, and expand the agency’s creative offerings in partnership with major clients like Samsung, Amazon Music, Starbucks, adidas, Activision, Netflix, and Booking.com.

Southgate previously served as CEO of Forsman & Bodenfors, where he unified global offices post-merger, achieved gender pay equity, and strengthened cross-border collaboration. Under his leadership, the agency worked with major clients like Volvo, Google, Procter & Gamble, and Diageo.

With global experience spanning North America, Europe, the Middle East, and Asia, Southgate was also global chief growth officer at McCann WorldGroup, holding regional leadership roles across Europe and the UK. Earlier, he spent a decade at WPP’s Brand Union, leading it to its first major wins at Cannes and the Effies.

Talking about his appointment, Southgate shared, “I’ve long admired We Are Social. It led the way by recognising the power of social and digital platforms for brands at scale, and, as a result, it’s the only truly global agency in its space. Today, We Are Social has an extremely talented team and an incredibly bright future.”

“We’ll be expanding our offering as the world’s most creative social agency, in partnership with what is undeniably a stellar roster of clients. The energy and appetite for growth and evolution with the network is really compelling. The role was very easy to accept,” he added. 

Southgate takes over from We Are Social co-founder and former group CEO Nathan McDonald, who stepped down in October 2024. Brett Marchand, CEO of parent company Plus Company, served as interim CEO.

Marchand commented, “We Are Social has had an extraordinary journey to become the world’s foremost social agency, with a significant global footprint, a talented team, amazing work, and spectacular clients.” 

He continued, “I believe that Toby’s experience in leading multinational agencies to growth, combined with an exceptional leadership team at We Are Social, will be the winning combination to unlock the agency’s full potential. Toby’s passion for creating a culture where people are a priority so they can thrive and do their best work was clear from the outset. He’s a first-class leader who will help steer We Are Social steadfastly into the next stage in its evolution.”

Singapore – Ogilvy has promoted Kunal Jeswani to the role of chief executive officer for ASEAN, a move aimed at driving the agency’s sustained growth and amplifying its creative impact across the region.

In his new role, Jeswani will focus on integrating resources across ASEAN, tapping into each market’s strengths to deliver creative, impactful solutions for clients. This approach combines local expertise with the power of Ogilvy’s regional network for seamless execution.

Jeswani, who joined Ogilvy in 2005, brings over two decades of experience across sectors including CPG, telecom, auto, banking, and tourism. He has led campaigns for major brands, launched a top sports league, and worked on two national election campaigns in India. 

Before overseeing Singapore and Malaysia, Jeswani was CEO of Ogilvy India. Under his leadership, Ogilvy Singapore was ranked the #1 Creative Agency in Asia by the Cannes Lions Creativity Report and named Creative Agency of the Year at the 2025 Singapore Creative Circle Awards. Jeswani also serves on the AAMS Executive Committee and MICA’s Governing Council.

Commenting on his appointment, Jeswani said, “Ogilvy’s network across Southeast Asia is incredibly strong. All of our talent, across the full width of our capabilities, is committed to creative work that drives impact and growth for our clients. I am excited to partner with our leaders across the region to do the best work of our lives, together.”

Jeswani’s promotion to ASEAN CEO reflects Ogilvy APAC’s commitment to growth in the region, strengthening its leadership and positioning ASEAN for continued success and creative impact.

Kent Wertime and Chris Reitermann, co-CEOs of Ogilvy APAC, will continue to lead the region, collaborating with local leaders to drive the agency’s growth and success across APAC.

“Kunal’s track-record of success in India, Singapore, and Malaysia, and his ability to nurture creative excellence, make him the ideal leader for ASEAN. This promotion is not only a recognition of his remarkable contributions but also a reflection of the confidence we have in his ability to shape the future of Ogilvy in this dynamic region,” Wertime said. 

Kuala Lumpur, Malaysia – Archetype, a global marketing and communication strategy agency and part of the Next15 network, has announced key leadership appointments to propel its next phase of growth in Malaysia. These appointments underscore Archetype’s continued drive to deliver integrated communications and marketing solutions that seamlessly blend authenticity with emerging technologies.

Salina Salleh has been promoted to deputy managing consultant, while Donovan Chan has been appointed as senior digital director.

In her new position, Salina will concentrate on fostering and implementing a growth-oriented culture at the agency, prioritising client portfolio expansion, skill enhancement, and wellbeing initiatives. Over her 12-year tenure at Archetype, Salina has been instrumental in transforming the agency from a public relations specialist to a trusted partner in strategic communications and integrated marketing consultancy.

Her achievements include spearheading multi-platform campaigns for brands like Disney+ Hotstar, McDonald’s Anugerah Guru Inspirasi 2020, P&G, foodpanda, and executing policy communications for organisations such as Airbnb, TalentCorp, Khazanah Nasional, the Employees Provident Fund (EPF), and the Malaysia Aviation Commission, among others.

Since joining Archetype, Donovan has been key to advancing the agency’s expertise in digital marketing. His efforts have fueled TikTok content growth and follower engagement for OATSIDE, while establishing new collaborations with brands like Mandom and Teafe Gong Cha. By encouraging synergy between communication consultants and creative marketing teams, Donovan aims to elevate Archetype’s data-driven, next-generation digital solutions.

Salina and Donovan’s leadership aligns with the overarching vision of Next15’s Marker Collective, which integrates Archetype, Nectar, and Outcast to combine top-tier consultancy services with advanced technology expertise. This collaborative model is designed to achieve long-term outcomes. 

Recently, the collective launched Delve, an insight engine that improves brand understanding through comprehensive tracking, analysis, and reporting.

TS Lee, managing consultant at Archetype Malaysia, said, “This year marks our 19th year in operation. The landscape is constantly evolving, requiring us to rethink our clients’ needs and the agency’s operating model. These appointments strengthen our cohesive team, enabling us to deliver more meaningful value to our clients, while honing our expertise in human-centric authenticity amid the rapid developments of AI, emerging technologies and the ever-changing communications landscape.”

Speaking on their appointments, Salina said, “At Archetype, we’re not just shaping strategies for our clients, but also cultivating a talent powerhouse that anticipates and meets future demands. I’m ready to put our plans into motion to ensure we remain a collaborative, trusted and future forward partners for our clients.”

Meanwhile, Donovan commented, “AI has undeniably transformed the marketing landscape, often resulting to more automated and less authentic connections. At Archetype, we harness it to amplify creativity and authenticity. By merging AI-driven insights with human-centric strategies, we help brands create meaningful audience engagement. From optimising content across paid, owned, earned and social platforms to empowering social influencers to tell genuine stories, our approach ensures that technology serves creativity, and not the other way around.”

Both leaders will work closely with TS Lee and the local leadership team, including Yeow Mei Ling, APAC deputy regional director, and directors Gaby Linang and Sophia Koay. Over the years, the agency has built a strong reputation for strategic communications and public relations, earning numerous industry accolades along the way.

With its long-rooted history of making a meaningful difference to brands and people, HAVAS has cultivated a culture of agility and perfect synergy within its so-called ‘Havas Villages’ to provide clients with tailor-made solutions supporting their positive transformation. 

At its Malaysian operations, HAVAS has done significant work for its clients, blending creativity, PR, media, events, CX, and social expertise. Clients include 100PLUS, Domino’s Pizza, Sanofi, and several Reckitt brands.

With an agency tracing its roots to the original French agency founded in 1835, how do its Malaysian operations keep up with the ever-changing local landscape? And how does its leadership play a role in maintaining stability in the local advertising industry?

For our latest Agency Leadership Decoded, we spoke with Nizwani Shahar, chief executive officer at HAVAS Malaysia, to understand her leadership style within the agency, what initiatives they are implementing to boost creativity and productivity among their employees, and her advice for industry leaders navigating the ever-changing landscape of marketing and advertising.

Bearing a ‘creativity with purpose’ philosophy

A key aspect of her leadership within the agency is bearing in mind the ‘creativity with purpose’ philosophy. For Nizwani, leadership isn’t just about managing outcomes; it’s also about building a foundation where people feel inspired to do their best work and grow along the way.

“I believe creativity is our superpower, but it thrives best in an environment of trust, inclusivity, and shared vision,” she stated.

She also shares that as a leader, she aims to cultivate a culture where everyone feels empowered to think big, take risks, and collaborate openly. 

“Leadership, to me, also means leading by example—listening actively, being accessible, and adapting to the ever-evolving needs of the team and the industry,” she added.

Initiative with people at the centre of everything

True to HAVAS’ commitment to building a diverse, inclusive, and equitable workplace, Nizwani stated that its initiatives are rooted in the mission that people are always at the centre of everything.

A good example of the agency’s local initiative is its free French lessons for all Havas Malaysia employees. For Nizwani, the initiative helps employees learn a new language and better understand HAVAS’ French roots.

“A first of its kind in Malaysia, we pay homage to our French roots by tying up with Alliance Française Kuala Lumpur to provide free French lessons at the agency once a week,” she said.

Another initiative they have is focusing on career growth and mentorship through structured programs where senior team members guide younger talent, fostering a learning culture within the agency.

“This not only helps develop skills but strengthens bonds across the team. By investing in their growth, passions, and well-being, we create a motivated team that produces meaningfully different work for clients,” she explained.

Building a strong team amidst industry evolution

In terms of challenges, Nizwani shared that one of the ongoing challenges has been ensuring they stay relevant in a rapidly evolving industry. From her perspective, the advertising landscape demands that they innovate continuously while staying true to the creative roots that define them.

“To address this, we’ve worked to diversify our capabilities while ensuring all work is anchored in creativity. Whether it’s digital, activation, or brand experiences, our focus remains on producing work that is both impactful and meaningful to audiences,” she stated.

Another challenge for them has been talent retention in a competitive market. To combat this, their strategy has been aimed at creating an environment that people want to be part of a place where they can grow, be recognised, and collaborate with some of the best minds in the business. For Nizwani, building this culture has been instrumental in their success.

With such a strategy in mind, she explains that one of her most significant milestones has been building a team of some of Malaysia’s most talented and creative minds.

“It’s not just their calibre but their humility and collaborative spirit that truly set them apart. This combination has helped us deliver outstanding work for clients and cemented our reputation as an ideas-first agency,” she said.

She also said that they have seen significant growth in client partnerships, with major brands trusting them to help them navigate complex and dynamic markets. 

“This speaks to the strength of our work and the relationships we’ve built. Ultimately, the most impactful milestone has been creating an agency culture rooted in creativity, trust, and humility—a foundation that sets us up for continued success,” she added.

Leadership led by creativity and evolution

When asked about her topmost advice about inspiring future advertising industry leaders, she said leaders should stay anchored to creativity while embracing evolution. While the advertising industry constantly changes, the ability to think creatively and solve problems with purpose will always be at its core.

“Future leaders should also recognise that their greatest asset is their people. Inspire them, empower them, and create a culture where they can thrive,” she said.

She also quipped that leadership isn’t about having all the answers—it’s about asking the right questions, being open to ideas, and building trust. 

“Remember that humility is a strength. Listen, learn, and never stop growing. When leaders lead with humility and purpose, they inspire teams to achieve great things together,” she concluded.

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Leaders in this field must inspire creativity, foster collaboration, and adapt to emerging trends while maintaining a clear vision for success. By setting the tone for innovation, encouraging diverse perspectives, and staying attuned to market shifts, effective leaders empower their teams to deliver impactful campaigns that resonate with audiences. 

Singapore – After achieving sustained growth, LoopMe, the technology company leveraging artificial intelligence to enhance brand advertising performance, has appointed James Parker as its new head of APAC to spearhead its regional expansion efforts.

Based in Singapore, Parker will lead LoopMe’s efforts to expand its footprint across the APAC region, with a particular focus on driving growth in Australia, Southeast Asia, and the Greater China Region.

Parker brings extensive industry expertise to LoopMe, joining from MiQ, where he held the role of managing director for Southeast Asia, overseeing strategic growth and regional operations.

Parker’s appointment comes on the heels of LoopMe’s announcement of achieving a fully organic gross revenue CAGR of 40% between 2018 and 2024, along with surpassing $2 billion in total gross revenue.

In addition to Parker’s appointment, LoopMe has expanded its presence in Australia with a new Melbourne office, appointing HS Shin as senior sales manager to grow its client base in Victoria. Meanwhile, Alicia Placer has joined the Sydney office as sales manager, focusing on growth with agency holding groups and independent shops.

Stephen Upstone, CEO and founder of LoopMe, commented, “2024 has been pivotal for our business, opening up a new chapter in our evolution. Off the back of seven years of consistent and stable organic growth, we have now taken advantage of a strong M&A opportunity to accelerate this. APAC is central to our plans for the business, and we see enormous potential in developing the company across the region by tapping into digital advertising’s growth areas.”

He added, “With James joining as the new head of APAC, we are confident that our business in this region will continue its successful expansion; we welcome James, HS, and Alicia to the LoopMe team.”

Kuala Lumpur, Malaysia – Dentsu has appointed Uday Desai to drive the evolution of its creative business in his role as managing director of creative at dentsu Malaysia. With over 20 years of experience in shaping brands across APAC, MENA, and India, Uday is an industry veteran with a laser-focus on people-centricity. 

He joins dentsu with extensive client experience across major agency groups, having driven transformation through integrated strategies for global brands across multiple regions and sectors, including automotive.

Speaking on the new role, Desai said, “Two key dentsu principles truly resonate with me: the philosophy of ‘Innovating to Impact’ and our unwavering approach to solving business challenges as One Dentsu. Along with the exceptional talent and cutting-edge tools that we have within our powerhouse, we are an unstoppable force of creativity and innovation. I am thrilled to be part of a team that is not only redefining creativity but also driving meaningful outcomes for our clients and the community.”

Meanwhile, Audrey Chong, CEO at dentsu Malaysia, commented, “Creativity and innovation are cornerstones of our dentsu heritage that is ingrained in how we deliver world-class brand journeys for our clients in Malaysia.”

She added, “As we continue to push the boundaries of excellence as a creative powerhouse, I am excited for Uday to take his extensive experience and passion for innovation, and people-centric leadership in reimagining brand transformations for our clients, as he takes the helm of our creative business.”

Kuala Lumpur, Malaysia – CIMB has announced a reorganisation of its senior leadership team, with Effendy Shahul Hamid, most recently the CEO of group consumer and digital banking, stepping down to pursue other interests. 

Effendy has however agreed to remain as an advisor to the group CEO until the end of June 2025, in order to facilitate a smooth and orderly leadership transition.

“Effendy is a highly respected banker and we are sad to see him go. The Board and Management wish him the best, and we appreciate his loyalty and commitment to the group over the last 20 years.” said Novan Amirudin, group chief executive officer at CIMB Group.

Effendy has spent the last 20 years at CIMB, leading numerous business units at the banking Group. Beginning his CIMB career in investment banking, Effendy then took on leadership positions that saw him building out the marketing and communications discipline at CIMB, reorganising its proprietary investments and asset management practices, turning around its commercial bank, building its digital business portfolio and to most recently, running its key customer franchise, the consumer bank. 

He is also credited with driving the nation’s cashless agenda, conceptualising and executing the Touch n’ Go eWallet joint venture between CIMB’s subsidiary, Touch n’ Go and China’s Ant Group.

Meanwhile, Haniz Nazlan, who joined CIMB in 2021 as group chief strategy officer, has been appointed CEO of group consumer banking. Haniz has played a key role in driving major initiatives, including the Forward 23+ Strategic Plan, the transformation of CIMB Cambodia, and the Group’s re-entry into the securities business. With over 18 years of experience in corporate strategy and asset management, Haniz brings expertise from leadership roles at Permodalan Nasional Berhad and Lembaga Tabung Angkatan Tentera.

Gurdip Singh Sidhu will take charge of CIMB’s digital businesses, including Touch ‘n Go, CIMB Philippines, and CIMB Vietnam, alongside his responsibilities as CEO of CIMB Malaysia and CIMB Bank Berhad. With 18 years of experience at CIMB, Gurdip will focus on enhancing operating resiliency, innovation, and strategic growth across the Group’s digital assets.

Khairul Rifaie will expand his responsibilities to include group chief strategy officer, in addition to his current role as group chief financial officer. As group chief financial & strategy officer, Khairul will lead the development of CIMB’s strategic roadmap, balancing growth opportunities and operational efficiency. His career spans roles at KPMG London, Goldman Sachs, and UBS Malaysia before joining CIMB Group.

Victor Lee Meng Teck has been named CEO of growth markets, overseeing CIMB Singapore and CIMB Cambodia. Victor’s leadership in CIMB Singapore has been marked by a successful turnaround through strategic restructuring and cultural transformation. With over 25 years of banking experience, he is well-equipped to drive growth in key markets.

CIMB also announced the appointment of Ros Aziah Mohd Yusoff, currently the group chief technology officer, to the CIMB Group Executive Committee, and the re-designation of Animesh Mukherjee from group chief human resources officer to group chief people officer, reporting directly to the group CEO.

“The new organisation structure reflects CIMB’s purpose, strengthens our leadership bench, and consolidates related roles to enhance synergies across the Group. It is designed to enable greater focus and accountability as we advance the Group’s strategic priorities into the next strategy cycle while ensuring operational resiliency,” Novan said.