Lou Dela Pena handed broader role leading Publicis Communications in Singapore
Lou Dela Pena, the CEO of Publicis Worldwide Singapore, has been handed a broader role leading Publicis Communications, a new unit set up at the end of last year which encompasses Leo Burnett and Saatchi & Saatchi as well as her own network, Mumbrella can reveal.
The spirited Filipina took the reins of Publicis Singapore – her first role as a CEO – less than two years ago, joining the agency after an eight-year spell at TBWA\Singapore.
She will continue to perform the CEO role in addition to her new job, and her appointment does not mean management changes at the other Publicis Groupe agencies. However, the CEO of Saatchi & Saatchi for Singapore and Malaysia, Shannon Cullum, is moving on, according to sources.
Loris Nold, the former regional head of Publicis Worldwide, who himself has a new role running Publicis Communications across Asia Pacific, Middle East and Africa, said that Dela Pena’s promotion was part of a plan to improve how Publicis Groupe communications agencies work together.
“One of Publicis Communications’ key objectives is to strengthen cross-agency collaboration and expertise in every market for the direct benefit of our clients,” he said in a statement.
“In Singapore specifically, we asked Lou Dela Pena to lead our efforts and in this capacity she will partner very closely with our agencies’ CEOs. Lou has had two incredible years at the helm of Publicis Worldwide Singapore and I have no doubt that she will do a great job.”
Since Dela Pena took over from Dean Bramham in February 2014, Publicis Singapore office has gained considerable momentum in the market, winning new accounts including Accor, Scoot, Nikon and Audi, and hiring creative talent including Troy Lim and Jon Loke from Ogilvy.
Dela Pena commented on her new role: “Publicis Communications is an incredible accelerator for us. I am truly excited to be working more closely with Leo Burnett and Saatchi & Saatchi, both amazing agencies, and their leaders to make it come to life and lead the growth for the Singapore market”.
The move comes a month after Publicis Groupe, the holding company from which Publicis Worldwide takes its name, announced a major plan to reorganise into four different units to eliminate silos and offer a more integrated service for clients. Under the banner Publicis Communications sit agency brands Publicis Worldwide, Saatchi & Saatchi, Leo Burnett and Bartle Bogle Hegarty.
Dela Pena’s new role does not cover BBH.
Soon after she joined Publicis in 2014, Dela Pena told Mumbrella in an interview: “Though I was approached by a number of agencies, what Publicis could offer was better than anyone else could – a real opportunity to lead change. Not just for clients and to create great work, but for the office – building a culture, and attracting and grooming the right talent, which is my first priority.”
On securing her first CEO role, she added: “I believe these sort of opportunities always find you. I followed my instincts and my heart.”
Congrats Lou. Well deserved.
ReplyGood luck to the agencies.
ReplyI wonder what would happen if WPP decides to place Ogilvy Singapore on top of all the creative agencies to manage JWT, Y&R and Grey? I really have no idea how this is going to pan out.
ReplyExcellent news … especially for Publicis.
ReplyPublicis is the parent company so they can do whatever the hell they want. This arrangement is only for singapore, nowhere else. And it is underscored by the fact that both saatchi and lb have a pretty inexperienced team in place at the moment, and neither is exactly doing well…having said that…I don’t know how this appointment addresses that.
ReplyCongratulations Lou. You deserve this for the energy you’ve brought to Publicis.
ReplyA fine result for Ms Dela Pena and equality, but it does rather beg the question, how absolutely dire must business be at Saatchi’s and Leos for this to even be contemplated?
ReplyWow, how bad are things at LB and S&S for this to happen? So is Publicis taking over the reins in the day to day ops of the two agencies? I can’t imagine that to go down well with the people there.
Lou… well, you either love her or hate her. She is one of those polarising leaders. And she certainly has her haters as well as her fans. Would be interesting to see how the folks at LB and S&S take their new leader.
It’s quite a shame that the S&S Singapore legacy is so diluted now. It was once the biggest agency here, with a reputation of churning out great creatives. Sad to see that legacy gone.
ReplyDoesn’t this just reflect what Publicis is doing globally? Bit of a mess if you ask me. See SMS’s thoughts here http://www.businessinsider.com/sir-martin-sorrell-comments-on-publicis-groupes-restructure-2016-1
Reply@5:02
ReplyAt least they are familiar with rebuilding devastated institutions.
Let’s hope they will see better days.
S&S and LB were a respected and feared force under LL.
Toxic.
Reply@Publicis Preach! FINALLY someone dares to speak up about this!!! If only more walls can speak…
ReplyIs there a reason why some comments did not show up in this thread? A few people I spoke to have voiced out that their honest feedback on LDP were not published? Would just like to find out the reason behind this, as I’m sure you’ll agrree that honest open communication is always good in an industry where everyone talks anyway.
ReplyYes there is.
We do love a feisty comment thread on Mumbrella, but not when it gets too personal. We’ve let comments slip through in the past that frankly we shouldn’t have done. My bad.
In the case of this story, there have been some comments that are just too personal and potentially libellous.
In reference to Mumbrella’s guidelines on comments, “Abusive, hateful or ad hominem personal attacks are not permitted. Comments should address the issue, not the person.”
Thanks for commenting guys, but please do try to keep it civil.
Cheers,
ReplyRobin – Mumbrella
Good explanation, Robin. Vibrant comments are good; robust debate good. Holding firms accountable for decisions – even personnel ones – needs to happen. But keep it civil.
In this case, congratulations to Lou. She’s a class act and deserving of good things!
ReplyUncertainty makes people nervous and nervous people can be vicious. Fingers crossed all goes in the right direction. What’s the saying: forming – storming – norming – performing
It will come.
ReplyHave your say