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Andrew Crombie joins Fitch with brief to make brand agency famous as Ian Bellhouse departs

Crombie

Crombie

Brand agency Fitch has appointed Andrew Crombie from healthcare agency H&T Asia as CEO for Southeast Asia and North Asia, based in Singapore.

He joins the agency as Ian Bellhouse moves on just over a year after being appointed as APAC and Greater China CEO.

Crombie, who brings 25 years of experience into the role with agencies including Batey Ads, Ogilvy, FCB and Havas, will work with China GM Nikki Lin.

Fitch’s global CEO Simon Bolton said in a media statement: “Andrew’s brief is to make Fitch famous in this region and he’s the person to do that. I know no one that thinks about the customer journey more, and he will bring this expertise to Fitch along with his extensive understanding of the diversity and rich potential for retail and experience design within Southeast and North Asia.

Crombie commented: “It’s great to be joining Fitch at this time of profound change in how consumers are engaging with brands. Their demands to learn about and experience brands beyond the product or service itself have driven a shift in our industry that traditional agencies are ill equipped to deal with.”

He added: “Asia is poised to be at the forefront of innovation in retail and brand experience, and Fitch is the one to deliver it. I believe my skills in brand strategy and passion for architecture and design, matched with the vast talent within Fitch in Asia, will help us make Fitch an icon of the new brand world as it deserves to be.”

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