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Imagination Singapore parts ways with MD Andrew Au

Experiential agency Imagination Singapore has parted ways with its managing director Andrew Au as the local operation ploughs on with just a skeleton staff.

Au is understood to have left the London-founded agency last month, although he will remain on leave until the end of the year.

At the time of his departure, Imagination Singapore was operating with just five members of staff – Au included – despite the agency’s Sydney-based counterpart helping bring Marina Bay Sands’ multimillion-dollar light and water show, Spectra, to Singapore this summer.

Au first joined Imagination in 2014, after having left Hong Kong creative agency Fluid. He has previously worked as the marketing manager for leading titles such as The Economist Asia-Pacific and Fortune in Hong Kong. He is also a member of the Marketing Society in Singapore.

At the time of his appointment, Imagination Singapore was primarily working with the global oil giant Shell. Speaking to Mumbrella Asia at the time, Au stressed the need for the agency “to diversify” its client base. However, today the agency still solely services Shell.

An agency spokesman said: “As the business in Singapore is small and focused on Shell, and the client work was increasingly being directed from outside of South East Asia, we determined that a local managing director was no longer required for that business and so we parted company with Andrew Au, and we wish him the very best for the future.”

In June this year, Imagination announced its intention to close its 17-year-old office in Hong Kong and consolidate its China business in Shanghai, leading to the redundancies of 30 members of staff.

At the time of the closure, Imagination China’s managing director Alistair Wilson said: “The pivot to mainland China isn’t new; many creative agencies have already made this move. We remain very proud of the work our Hong Kong team has delivered over the past 17 years, but the time is right to consolidate into our thriving and growing Shanghai hub.”

The agency still maintains offices in London, Houston, Dubai, Doha, Mumbai and Shanghai, as well as the satellite base in Singapore.

However, Au’s departure casts doubt on the future of Imagination’s South East Asia presence as the agency was unable to confirm its exact staffing levels for next year.

Nevertheless the spokesman added: “As long as the Singapore office remains strategically important for our key client in Singapore, we will continue to maintain our business there.”

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