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Marketing Featured Southeast Asia

MullenLowe TREYNA unveils hybrid workspace

Philippines — Integrated marketing company in the Philippines, MullenLowe TREYNA, has unveiled its hybrid workspace and setup this February in the middle of softened social restrictions. According to the agency, by integrating learnings across different disciplines and work styles, the group prioritises results and culture-building as it rethinks a better way of working.

Vital to the renovation project, Mel Jimenez, client services director for MullenLowe TREYNA, commented on the purpose of creating a tranquil workplace, saying that work that requires focus and deep thinking can be done at home or anywhere. Jimenez adds that there’s nothing like in-person brainstorming to generate creative sparks and inspire lively discussion.

Mike Trillana, chairman and CEO of MullenLowe TREYNA, commented, “We found a great partner in One/Zero Design. They worked closely with us to make sure the space could accommodate meetings big and small, and be reconfigured easily, with modular partitions and mixed-use areas. And because we went for a hotdesk system, no one has to look far to find a power outlet.”

Meanwhile, Arts Serrano, founder of One/Zero Design Co, shared, “When the initial idea of the space was presented to our studio, there was a particular attention to designing the office as a ‘social anchor’. The world has adapted to work from anywhere, but maintaining a strong office culture is a priority for Mullenlowe TREYNA.”

Simultaneously, Abi Aquino, chief creative officer of MullenLowe TREYNA, disclosed the importance of a fun workplace, saying, “Most importantly, we wanted The Ink Bar back. Being able to decompress and have fun together is what many of us missed while working from home. Those moments go a long way in making the day-to-day feel just that much lighter.”

According to the agency, hygiene and health considerations were top of mind in developing the new workspace. The open space design encourages ventilation, and air purifiers and sanitizing stations are appropriately placed throughout the newly-renovated office. Online booking and scheduling ensure that the space can work at different occupancy levels as the situation requires.

Recently, MullenLowe TREYNA also unveiled a series of key senior promotions.

Categories
Marketing Featured Southeast Asia

MullenLowe TREYNA unveils key senior promotions

Philippines — Philippines-based MullenLowe TREYNA, a subsidiary of global integrated marketing communications network MullenLowe Group headquartered in the United Kingdom, has announced a series of key promotions in their business, public relations, executive, and leadership divisions.

Both Raya Beron and Stephanie Velasco are appointed as senior business managers. Meanwhile, Kathryn Nadela, with her strong experience in regionally-led brands, steps up to be the new business unit director. In recognition of key business unit growth, the agency also promotes Mel Jimenez to client services director role, now alongside Aimee Sarmiento, who continues in the same role for her own brands.

The continuing growth in the group’s PR division under MullenLowe MARC also prompts key promotions, with Aly Dizon moving up to senior account manager, and PR strategist, subsequently, with Joel Quizon elevated to business unit director.

Roman Olivarez, whose creative leadership has moved the needle for APAC-led brands such as Knorr, Surf, and Rexona, and has been recognized in local and international award shows, has been appointed to executive creative director. He will report to chief creative officer Abi Aquino, whose role expands to the group.

In addition, Raffy Bariso is also elevated to a group role, from executive director of technology and platform services to chief synergy officer. Lastly, Vanessa Julian is also elevated to overall head of HR.

On the appointments, Mike Trillana, chairman and CEO, said, “We’re one of the few agency groups in the Philippines that can legitimately deliver truly integrated solutions, powered by creativity. This recent set of promotions shows our continuing commitment to the growth of our talent and to our client’s business’.’’

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Marketing Featured APAC

MullenLowe Group elevates S. Subramanyeswar as Chief Strategy Officer for Asia Pacfic

India – The Group Chief Strategy Officer of MullenLowe Lintas Group in India, S. Subramanyeswar (Subbu), has been elevated to now assume the same position for the whole APAC division of the company. Subbu will now take both roles as he continues to lead the strategy for brands at the India team. 

Subbu joined Lowe Lintas in 2011 as a national planning director. Since then, he has led major strategic thoughts or shifts for multiple brands across the clients that the group works on in India. The most notable is his thought-leading and breakthrough ‘Brands to Stands’ philosophy, methodology and frameworks that have been adopted by many of the brands that the agency steers in India. 

James Fox, the global chief strategy officer for the whole MullenLowe Group, is confident of the elevation, describing the new APAC CSO as one of the finest marketing minds in the region. 

“He is a true leader for his team and his clients, helping them achieve new heights professionally and commercially. I am very proud to have Subbu as part of the global planning council, leading MullenLowe Group’s strategic charge across Asia Pacific countries,” said Fox. 

Meanwhile, Virat Tandon, the group CEO of MullenLowe Lintas Group, shared that in the 10 years of having worked together, Subbu has played a huge role in not just improving and innovating the planning product, but also in forging strong partnerships with colleagues at the agency, clients and academia. 

“Having worked very closely with him over the last 10 years, I have to say that he is clearly one of the top brand strategists in the world. I am extremely happy that Subbu will take his amazing brand of strategic planning beyond South Asia and into all of Asia Pacific,” commented Tandon.

Subbu has spent over two decades in advertising and marketing, having worked at Wipro, Publics, Rediffusion Y&R, and Saatchi & Saatchi in the markets of India, US, and UK. He has authored and won 131 awards at prestigious award-giving bodies such as India Effies, APAC Effies, Global Effies, as well as Asian Marketing Effectiveness, WARC, and the globally distinguished Jay Chiat by 4A’s. Aside from being on the receiving end, he has also been a jury of each of the mentioned organizations. 

Subbu is also a regular columnist and passionate academic, being a visiting faculty at top business schools IIM Ahmedabad and IIM Bangalore in India and the renowned Kellogg School of Management, Illinois and MIT Sloan, Boston in the US.

On the new appointment, Subbu himself commented, “I’m honored, humbled and fired up. It’s a huge opportunity and that’s very exciting. At the same time, I’m also grounded on the challenges that lie ahead. And it is that trip and the constraint that also brings out the passion and fierce obsession in me, to do great culture-leading work. I’ll take the rich learning that I had in my ten years at MullenLowe Lintas Group – India, an ecosystem or the fulcrum of marketing, forward.”

Subbu will be based in Mumbai, India, as he takes up the Asia Pacific charge with immediate effect.

MullenLowe Lintas Group in India is among the largest country operations of the global MullenLowe Group that has agencies and presence in 65 markets. The India unit has two creative agencies under its management – Lowe Lintas and Mullen Lintas.