MullenLowe reorganises SE Asia with the creation of Greater Mekong business

MullenLowe Group has reorganised its businesses in Thailand and Vietnam to create a ‘hyper bundled’ Greater Mekong division.

The new division will be led by Neil Holt, who will be based in Bangkok and report to Vincent Digonnet, CEO APAC MullenLowe Group.

The move will bring both the Vietnam and Thailand operations under one P&L, and follows on from similar restructures in China and Japan last year.

Holt previously worked for Canberra-based agency Unbound Group and was the managing director of Tribal Worldwide in Beijing for four years until May 2016.

Commenting on Holt’s appointment, Digonnet said, “Importantly, and unusually, Neil has a truly integrated advertising, digital and activation background, on top of a core understanding of the sub-region.

“There are numerous cultural similarities in marketing across these two countries and we see an opportunity to further enhance our activation and digital solutions with an integrated approach. Neil is the ideal leader to head up this new MullenLowe Group operation.”

Last year, following the departure of MullenLowe Vietnam chief executive Michel Borelli, the agency said the country’s leadership would fall to Shannon Cullum, the-now departed CEO of Singapore. 

It is unclear at this stage whether Singapore will still have an influence on Vietnam following on from Holt’s appointment and Cullum’s departure.

Meanwhile, former MullenLoweThailand CEO Supavadee Tantiyanon quietly departed at the end of 2017. She is now listed as working as an independent media consultant on her LinkedIn page. 

Digonnet added: “Supavadee made an important contribution to the MullenLowe Thailand operation during her tenure. And we wish her all the best for the future.”


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