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Publicis Communications Singapore names Steve Walls as strategy chief for all three agency brands

Steve WallsPublicis Communications Singapore, the overarching entity for ad agencies Leo Burnett, Publicis Worldwide and Saatchi & Saatchi in the citystate, has appointed a head of strategy to oversee all three brands.

Taking the job of chief strategy officer for Publicis Communications is Steve Walls, the head of planning for Saatchi & Saatchi Singapore.

A Publicis Communications spokesperson confirmed that his appointment will not mean the removal of the senior planning layer beneath him at Publicis and Leo Burnett because these roles have not existed. The spokesperson could not comment on when these roles were removed.

Walls’ position will involve overseeing the strategy function at a group level, and also for each individual agency brand.

The company says in a press release that since the formation of Publicis Communications Singapore in January, it has “invested in strengthening its strategy function, which has since doubled in size in the last five months.”

Lou Dela Pena, CEO of Publicis Communications Singapore, to whom Walls will report, said in a statement about his appointment: “As we continue to shift from silos to interdependence between agencies, it will become increasingly critical for our planning and strategy teams to be able to look at a brief and access our full range of expertise and specialities in order to solve the most complex issues faced by our clients.”

Ed Booty, Publicis Worldwide’s chief strategy officer described Walls as “10% crazy and 100% excellent” who is capable of creating “ideas that defy the boundaries of traditional disciplines.”

Over a 20-year career in planning, Walls has worked at the likes of Ogilvy, JWT and BBH.

He is quoted in the press release on his appointment as saying: “I’ve always wanted to be part of the circus, and what I love about the strategists and planners across Publicis Communications, is that they’re as weird as they are wonderful. Diverse, dedicated, driven and deviant, this is a bunch of people who I think can raise the bar not only across the Groupe, but across the country. I’m looking forward to helping them get their freak on.”

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