McCann integrated with MRM in Singapore as Rob Doswell makes way for Nick Handel as CEO

Nick Handel


McCann has restructured its agency model in Singapore, aligning digital arm MRM with the main advertising agency.

And the agency has installed Nick Handel, who previously led MRM, as CEO of McCann Worldgroup, and current CEO Rob Doswell will now run production arm Craft.

The announcement comes a few weeks after McCann lost OCBC, one of its largest accounts.

The announcement from the agency:

SINGAPORE, 13 September 2016 – Recognizing the growing strategic integration of advertising and digital communications, McCann Worldgroup Singapore today unveiled a new fully-integrated agency organization seamlessly uniting the capabilities of McCann and MRM//McCann. The move builds on the McCann Worldgroup Singapore strong reputation each in digital and integrated communications, having been named by Campaign Asia as both Southeast Asia’s Integrated Agency of the Year (2015) and Southeast Asia’s Digital Agency of The Year (2015 and 2014).

Nick Handel, who has been managing director of MRM//McCann Singapore, now also becomes CEO of McCann in the new integrated operation, heading an expanded leadership team. Rob Doswell, who has held the twin roles of McCann Singapore CEO and regional managing director of Craft, McCann Worldgroup’s global production and adaptation unit, will now focus exclusively on Craft’s expanding APAC business.

Charles Cadell, President, McCann Worldgroup APAC, said: “The unification of MRM//McCann’s best-in-market capability with McCann’s pedigree and standing all under Nick’s leadership will add significant breadth and depth to our client needs in Singapore and the region. Meanwhile, Rob will lead all Craft initiatives across Asia to continue to drive its strong growth and operating performance.”

The changes will come into effect 1 October.

“Back in 2015, we set ourselves the objective of being the leading creatively-driven, integrated marketing communications company in Singapore,” said Handel. “In today’s increasingly complex, technology-oriented, and data-driven marketing environment, McCann Worldgroup believes that success lies in investing further in specialised resources, particularly in technology and data-driven marketing. To that end, our vision was to drive improved collaboration between the disciplines, but without jeopardising the integrity of our specialist McCann Worldgroup agencies – MRM//McCann, McCann Health, CRAFT and McCann.”

The new McCann-MRM//McCann Singapore team, headed by Handel, will include both current and new employees.

  • Creative will be jointly led by Dante Abelarde, Creative Director, MRM//McCann, and Peter Hibberd, Creative Director, McCann Singapore.
  • Brendon Chase becomes Director of Strategy, MRM//McCann and McCann, with Matteo Peirce, previously at Infiniti, joins as Strategy Director.
  • Michelle Tsui, previously at Saatchi & Saatchi China, joins as CFO.
  • Michelle Wong joins as Business Director, previously having worked at Water’s Edge and Dentsu.

Doswell’s concentration on Craft comes as the unit is experiencing strong business growth across the region, as well as globally, with an expanding portfolio of clients. He said, “As clients look for further efficiencies and seek simplified ways to drive consistent messaging across markets and channels, the Craft business model, with full production capabilities, becomes more and more important. I am looking forward to taking Craft APAC to the next level.”


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