XM names Rueben Anthony as head of consulting as Vince Lui moves on after 14 years

Rueben Anthony

Rueben Anthony

JWT-aligned digital agency XM Asia has appointed Rueben Anthony, the agency’s Malaysia MD, to run its consulting unit across the region based in Singapore.

The move comes following the departure of long serving executive Vince Lui, who is leaving XM after almost 14 years “to pursue new opportunities”, according to the agency. Lui joined XM in 2001 after stints at Ion Global and Citibank.

Nanda Ivens, the new CEO of XM following the departure of another XM stalwart Paul Soon at the end of last year, said in a press statement said that it was a “natural move” for Anthony to succeed Lui.

Ivens said: “Rueben has been instrumental in the growth and development of the consulting business, working alongside Vince, so it is a natural move for him to take on the top role. He is extremely driven and an incredible personality. I have no doubt that he will be extremely successful in his new role.”

He added: “I wish Vince all the best in his new venture. Vince’s tireless leadership has contributed so much to the agency’s growth over the last 13 years, and done a fantastic job in building the consulting unit into the powerhouse that it is today.”

Anthony, who joined XM in 2006 as an account director, will continue to run the Malaysia office, but from Singapore. He set up the KL office in 2008 and also led the digital transformation practice.


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