BBDO launches content production unit as SingTel pitch approaches

Jackie TheyAdvertising agency BBDO Proxmity has launched a content production division – just weeks before it defends its SingTel account in one of the biggest pitches of the year.

The unit, based out of Singapore, will be headed up by Jackie They, a popular executive who returns to the agency from Omnicom sibling DDB, where she was head of broadcast and content production.

Jean-Paul Burge, BBDO Proximity’s regional president, said in a press release: “If you look at our work and the integrated approach we take across BBDO and Proximity, it is ever more important for us to control the delivery of all-content across all-channels efficiently across all-measures. This means moving away from a traditional set-up to a tailor-made department that is media neutral and that can deliver acts not ads.”

The launch comes at a difficult time for the agency, which is defending the SingTel account and recently lost Gillette after a global realignment.

Ronald Ng, BBDO Singapore’s CCO, added: “I am thrilled that Jackie is returning to the BBDO family. She is loved by everyone here and brings years of regional and global experience across all types of screens. Jackie will play an integral role in resetting of our production offering, forming the new Content Production Department to support our integrated pursuit for the most compelling ideas.”


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