MullenLowe shifts leadership of Vietnam operation to Singapore after exit of CEO Michel Borelli

MullenLowe has switched leadership of its Vietnam operations to Singapore following the departure of Vietnam chief executive Michel Borelli after six years in the role.

The move comes as the agency continues to restructure its regional operations and turn Singapore into the “gateway to Asia Pacific”.

In April, MullenLowe moved its regional leadership for Unilever’s Rexona and Signal brands from Bangkok to Singapore.

The Vietnam operation will be led by MullenLowe Singapore CEO Shannon Cullum.

MullenLowe Group regional president for South and Southeast Asia Joseph George said: “MullenLowe Singapore’s focus is on seamlessly delivering global and regional ideas from Singapore, an operation we see as the gateway to Asia Pacific. This means rethinking traditional regional structures by leveraging our strengths within the region as also be more vested in these markets.

He described Borelli as a “fantastic leader and a very close colleague.”

“We were fortunate enough to have him lead this agency in a very important market for us. His commitment was evident even as we were charting out the way forward in the new structure,”  George said.

Despite shifting leadership away from Ho Chi Minh City, Cullum said the agency was “committed” to the Vietnam market.

He told Mumbrella in a short statement that MullenLowe Vietnam “is proceeding with business as usual” and added “there no plans to change the nature of the office”.

“We are excited about what we can deliver for our clients there,” he said. “I look forward to leading this exciting re-structuring that leverages the best we have in our operations in Singapore and Vietnam so as to deliver brilliant and market leading locally relevant work.”

Borelli added: “After nearly six years in my current role, I have been discussing for some time the possibility of moving on with our regional leadership team, so that when these changes are made they will be good for everyone: for our people in Vietnam, for my successor and most importantly for our clients.”

Asked about Borelli’s mention of a successor, Cullum said: “We are exploring some hires in the near future, however there are no plans for new leadership.”


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